Advertising and marketing are two terms that are often used interchangeably to refer to the process of promoting a company’s products and services. However, these two terms, though they contribute to a similar objective, differ from one another. It is important to understand this difference in order to successfully streamline a company’s customer acquisition strategies.
Understanding the Difference
Marketing is the process that a company uses to prepare their product for the market. The company must understand and appreciate the target customers and what they want. It includes properly designing elements like logo and color. This is to align the product to the interests of the market. On the other hand, Advertising is the process of communicating with the target market. It refers to spreading the word to the public about the products and services offered by the company.
53 year old Nizan Guanaes is the founder and current chairman of Grupo ABC. The Brazilian holding group is composed of 18 companies that deal with advertising, entertainment, content, and specialized marketing services. It is currently the 19th biggest marketing communications group globally. The group received a nomination from the World Economic Forum as a huge global growth company.
Guanaes has received several top honors throughout his career. These include: Highly influential Brazilian (Financial Times), Advertising Age magazine included him in their list of 21 global media and marketing influencers while Fast Company Magazine named him in their 100 most creative businesspersons’ list.
Guanaes has dedicated over 20 years to social causes that appeal to him. These are mainly based in education, preservation of Brazilian cultural heritage and entrepreneurship. His other social work projects and involvements include the Clinton Global Initiative, World Economic Forum, Council of Americas, Endeavor, and UNAIDS (HIV prevention). He serves as the president of Association of Entrepreneurs Friends of UNESCO Brazil. He has also been instrumental in creating the Together for Girls initiative.