Marketing and AdvertisingSometimes the most obvious issues are the most difficult to understand, and I want to dedicate this post to one of the most basic but important . When speaking to promote a product , brand or company , there is a range of possibilities , among which is advertising. But what really is advertising and what is its relationship to marketing?When I enter my students ( coming communicators , advertisers, marketers and public relations ) to the fundamentals of advertising , I was always useful to refer to what is supposed to know all the business environment : What is Marketing. Philip Kotler has saved us many great task of finding a sufficiently clear and comprehensive definition , defining it as "a soc ...view middle of the document...
Now , how is that accomplished Marketing meet the needs of people ? It is known that the needs are not created , but these have always existed . The role of marketing, and usually achieved through advertising, is to identify a need ( from a deficiency ) and activate the desire to satisfy it through a product or service. When desire is activated request is generated , for which a product will be offered to the person through a process of exchange and transaction is created . This creates a business relationship together with other more finely shape the creation of a market . And in a market new needs are identified, the desire to satisfy activated and so the process begins again , or rather , the spiral of marketing.Where advertising appears in this spiral of marketing? In fact, in most of the process. A good marketer is able to identify opportunities to satisfy needs , but the ability to trigger the desires of people to become consumers of the products or services it has advertising. Active advertising desires leads to the demand for a product shown attractive , it suggests the process of exchange and transaction as an experience worth living , makes the business relationship a relationship , and the market can turn , at worst , or best , a reason to live.The importance of advertising is not only reflected in its influence on the process of marketing but also by the amount allocated to it : global ad spending in 2012 was 557 billion dollars (according to Nielsen ) and Peru was 650 million (according to CPI) . This leads to the conclusion that exercise not only advertising impacts the possible wins her company but also the enormous influence it has on its economic environment , but also social and cultural .
