Ever get confused between marketing and advertising? You’re not alone.
The two terms are often tossed around like they're interchangeable. But in reality? They’re more like squares and rectangles.
👉 All advertising is marketing. But not all marketing is advertising.
Just like a square is a rectangle — but a rectangle isn’t always a square.
So let’s break this down in plain English and show how it applies to today’s business landscape.
Marketing is the full strategy a business uses to attract, engage, and retain customers. It happens before, during, and after a sale — and includes everything from research and pricing to branding and communications.
Customer research and segmentation
Brand building and messaging
Content creation (blogs, emails, videos)
Website and SEO
Social media management
Promotions and advertising (yes, including ads)
To identify customer needs and build a strategy that consistently delivers value.
Advertising is just one part of marketing — a highly visible one.
It’s the paid promotion of your product, service, or brand across various media channels. The goal is usually awareness, lead generation, or conversions.
Facebook or Instagram Ads
Google PPC (search ads)
YouTube video ads
TV and radio spots
Billboards and outdoor signage
Advertising is short-term, controlled, and focused. But it only works well when it’s aligned with a larger marketing strategy.
The easiest way to remember it?
Marketing is the rectangle. Advertising is the square inside it.
All advertising is marketing, but marketing includes much more than just ads.
Marketing is strategy.
Advertising is execution.
Marketing is a broad discipline that includes many approaches, both online and offline.
Digital Marketing – SEO, websites, blogs, email
Social Media Marketing – Organic and paid content
Relationship Marketing – Loyalty programs and retention
Brand Management – Identity, design, perception
Product Development – Designing with customer needs in mind
Societal Marketing – Ethical, social, and environmental impact
Each of these methods can build awareness, deepen customer relationships, and increase long-term value — without necessarily running any ads.
Advertising has evolved dramatically, but the goal is still the same: pay to get your message seen.
Traditional Advertising – TV, radio, newspaper
Retail Advertising – In-store displays, signage
Online Advertising – Banner ads, pop-ups, video
Mobile Advertising – In-app ads, click-to-call, SMS
Outdoor Advertising – Billboards, wrapped vehicles
Pay-Per-Click (PPC) – Google Ads and similar
Each one requires a budget, targeting strategy, creative content, and — ideally — a strong marketing foundation behind it.
Marketing is the plan. Advertising is one way to activate that plan.
Marketing impacts:
Paid media – Ads and sponsorships
Owned media – Website, email list, blog, social
Earned media – Reviews, press coverage, word of mouth
When they work together, ads feel more relevant and effective — because they’re built on a strong, consistent strategy.
Short answer: Start with marketing.
Without a marketing strategy, your ads might get clicks — but not conversions.
If you:
Don’t know who your audience is
Don’t have a clear brand or message
Don’t have a funnel or follow-up plan
…then paid ads might waste your money.
Once your marketing foundation is clear, you can use advertising to scale results faster.
Marketing is the rectangle.
Advertising is the square.
If you're serious about growth, build your rectangle first — then run targeted, intentional advertising that aligns with your goals.
Credit: Insights and perspectives inspired by the American Marketing Association.