Okay, here’s a formal definition of each term:

Advertising:  The paid, public, and non-personal announcement of a persuasive message by an identified sponsor to its existing and potential customers.

Marketing:  The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers.

So, by these definitions, it’s fairly easy to see how they differ from one another.  Advertising is simply a single component (that means one) of the marketing process.  It’s the part involving getting your message out to the masses, and includes such strategies as ad placement, frequency, etc.  It’s placement in TV, radio, newspapers, billboards, direct mail, and even internet ads. 

Advertising is the largest portion of your overall marketing plan, with public relations second, then R&D.  Advertising is only one element in your overall strategy.  It must not only work independently, but in relationship with the rest of your marketing plan towards the bigger goal.  That goal is more business. 

The marketing process takes a lot of time and many hours of research to set a plan into action.  Your advertising agency should be able to take the goals of your business, put together a total plan, have your advertising complement your marketing, and bring you some success.  If an agency promises you “guaranteed” results, you should probably run.  While we as agencies have certain tools at our disposal, there is no program that will guarantee us anything.  You should go with an agency that you trust and feel that you work with well.