Basic Function: Advertising

I wrote about the basic function of the marketing department - to figure out the customers a company can target with their product.

How about the advertising department?

The advertising department is usually combined with the marketing department and I conflated them as one function.

In reality, their functions are different - there is a good reason why they would be together.

Once the marketing department decides to target a specific group of consumers with its product, the advertising department would craft a message to that group.

A message to the company’s current customers would be different than a message to the competitor’s customers.

• The former messaging would focus to maintain customer loyalty.
• The latter would focus on winning over the customer from the competition.

The advertising team would need to know this information to make their messaging on target.

Hence, the marketing team’s output would be the advertising team’s input. This is why they can be together in a companies - for high collaboration.