The Relationship between Marketing & Advertising

Marketing is the business process management uses to plan and execute the conception, pricing, promotion, and distribution of its products, whether they are goods, services, brands, or even ideas. The ultimate purpose of marketing is to create exchanges that satisfy the perceived needs, wants, and objectives of individuals and organizations.


Advertising is just one of the numerous tools used in the promotion, or communication, aspect of marketing. But how the advertising is done, and where it is placed, depends largely on the other aspects of the marketing mix and for whom the advertising is intended.

Customer Needs and Product Utility

The definition of marketing shows that one of the important elements is the special relationship between a customer’s needs and a product’s need-satisfying potential. This is known as the product’s utility. Utility is the product’s ability to satisfy both functional needs and symbolic (or psychological) wants. One of the roles of advertising is to communicate this utility. Thus, some ads promote how well a product works; others tout glamour, sex appeal, or status.


Through the use of marketing research, companies try to discover what needs and wants exist in the marketplace and to define a product’s general characteristics in the light of economic, social, and political trends. The goal is to use this information for product shaping—designing products, through manufacturing, repackaging, or advertising, to satisfy more fully the customers’ needs and wants.