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Marketing

Casey Hurley
Casey Hurley

Advertising and marketing are terms that tend to be synonymous in the minds of many, and rightfully so; the two functions are complementary and intertwined. In the simplest terms, marketers determine packaging, pricing, and promotion strategy (marketing campaign) for current and new products, keeping the brand, or the image the company is trying to convey with their products, in mind. Advertisers carry out the product promotion through development and strategic placement of memorable and persuasive advertisements, both subtle and overt, to get the message out to the target market.

Market Research and Development

Casey Hurley
Casey Hurley

Market researchers work to understand what drives people to buy Cheerios, Chevrolets, and chimichangas.

Advertising

Casey Hurley
Casey Hurley

In broad terms, an advertising agency is a marketing consultant. It helps the client, for example, a consumer goods manufacturer such as Nike or a service provider such as Charles Schwab, with all aspects of marketing their product or service, from strategy and concept through execution. Strategy involves helping the client make high-level business decisions, such as determining which new products to develop, or how to brand or define itself to the world.