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Though often uttered in the same breath, advertising and marketing are not the same. While marketing entails readying a product for the marketplace by understanding potential customers and working on the colors, logo, and other design elements, advertising involves promoting the product or service by spreading the word about it.

The global advertising and marketing market has undergone a sea change over the years on account of gigantic progress made in the domain of technology. The spends have also gone through the roof on account of the stiff competition in the market. Till now, the U.S. has been dominating in terms of expenditure in the field of advertising.

Online and digital are the buzzwords these days in the domain of advertising and marketing. A growing penetration of smartphones and better internet speeds have led to the rise in online shopping. This has shaped many new advertising and marketing strategies such as integration of social media marketing into core retailing strategies, emergence of mobile apps to support cross platform advertising, etc.