Industry News

Advertising vs Marketing

What is the difference and which is right for you?

There is a huge difference between advertising and marketing. Advertising is defined as “the process of building name awareness.” My thoughts are that you can build name awareness until you’re blue in the face, but that doesn’t guarantee that a sale will take place. Building name awareness simply means that when people think “car dealership”, whether it’s a positive or a negative thought, that they will think of your dealership.

Marketing on the other hand is defined as “placing a product for sale and asking for the order.” This is “selling” in the form of an ad, and it starts with the message. Every campaign and promotion should act as an extension of your dealership’s sales force. The message should mirror your sales culture right down to the very last little detail including closing.

Think about this…how many more cars would you sell if you asked more people to buy from you?