In short, advertising is a type of promotion and promotion is anything done to get your brand/product/service in front of the eyes (or ears) of possible buyers and hopefully into their “cart”. You could run a promotion for example that offers 10% off of all orders from your merch store. It could just be there on the store site in little parenthesis saying “10% OFF ALL ORDERS!”. But that’s not advertising. However you can run an advertisement on social media that promotes your promotion. The important thing though is to understand why you should promote, how promotion and advertising work, and how this fits into your marketing plan (which should be part of your business plan).
There’s lots of different kinds of promotions and advertising each with drawbacks and benefits and varying costs associated from free 99 to millions of dollars. The Super Bowl, for example, which doesn’t pay the half-time artists at all, can cost upwards of $10,000,000 (2018). This is a promotional tool. The commercials which play during the Super Bowl can cost around $6,000,000 each and this is an example of advertising (which is a promotional tool as well).
If you are working on setting up or revising a marketing plan, advertising budgets or exploring other promotional avenues and want some help, I would love to help. Contact me and I’ll do whatever I can.
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