The concept of marketing is a very broad one, which is often not fully appreciated by the average person, or even people in the advertising industry itself. Most people assume that because advertising is the most visible result of an attempt to attract customers, it must be the most important part of attracting said customers. This is unfortunately a fairly blinkered view of things because if you take the time to think about it and ask a few questions, you will quickly learn that without marketing intelligence, it is all but impossible to create and deliver effective advertising.
The concept of marketing therefore covers a lot more ground than advertising, in that advertising can be viewed as part of a marketing campaign, not vice versa. Both can be summed up in the following definitions:
Advertising: The paid promotion of goods, services, companies, and ideas by an identified sponsor
Marketing: The management function responsible for identifying, anticipating, and satisfying consumer...