Advertising and promotion are two marketing tools and they are both used in the modern marketing. At first sight it is very hard to see the exact difference between advertising and promotion. Both advertising and promotion use the same techniques and the gained results are basically the same. However, there are a few things that highlight the difference between advertising and promotion.
Advertising is used for creating strong brands and making long term sales. Beside the long term sales advertising also helps to improve short term and middle term sales too. Building and the strengthening of the consumer loyalty is the ultimate goal of advertising. After starting an advertising campaign the firm must wait a longer period of time before any substantial results can be seen. This time period can be from months to even years. Because of this time frame and the high initial costs, advertising is suitable for large companies and corporations only.
On contrary to advertising, promotion is more focused towards the short term results. Although promotion is also participating in the process of brand building this is not its goal. The only major goal of the promotion is to build the sales in the short time period. The most popular ways of promotion are the discount coupons in the local press, two for one special promotions, free product samples and other special events held in stores. The cost of the promotion is significantly lower than advertising.
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