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What is the difference between marketing, communication and advertising - and how do they complement each other?

The terms marketing, communication and advertising are often equated in practice. However, they are actually terms that are used at different levels of the marketing concept. Communication and advertising are sub-areas of marketing. Marketing pursues the overarching goal of aligning the entire company with the needs of the market. This high level of market orientation serves to identify customer needs more quickly and satisfy them better (than the competition). As a corporate function, marketing comprises analysis, planning and implementation. The aim is to increase the benefits for customers (of the company's own product or service) and thus create competitive advantages.

While marketing as a whole is heavily concerned with business management issues (supply, demand, pricing, product range, etc.), communication is mainly there to convey this information and characteristics to the outside world.

Various communication tools are available for conveying this information. Advertising is one of these instruments. Advertising is not the same as communication, it is a part of it. Media is also a means of disseminating messages and therefore an important element of advertising.

Even more advertising know-how

Would you like to learn more about the world of marketing? Order the Goldbach booklet now

This compact reference book offers a comprehensive introduction for anyone who wants to find their way in the world of advertising.

What you can expect:

  • Clear process steps and instructions for your own advertising concept, especially for SMEs
  • Practical case studies
  • Clear checklists, templates and planning aids

Get the Goldbach Manual now and expand your knowledge of advertising and media.

Pre-order your free copy now

Take the opportunity and order your guide to the diverse world of advertising today.

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More about Goldbach Regional

If you are a small or medium-sized Swiss company and have decided to promote your brand with an advertising campaign , Goldbach Regional will help you to spend as little of your valuable time as possible and use your advertising budget as effectively as possible. From CHF 500 , you will receive an advertising campaign tailored to your target region via various media channels such as digital, DOOH, print and social media.

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Contact us

Are you interested in an advertising campaign in your region? Don't hesitate to get in touch with us. Our advertising professionals know your region inside out and are always ready to work with you to develop an advertising campaign tailored to your needs. We look forward to hearing from you!

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Advertising messages in your region

To make the best use of your advertising budget, we place your advertising where it will have the greatest impact. Our regional advertising experts will help you determine the best channels and timing for your campaign.