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This means that the ads could reach Facebook users that would not be found on traditional dating sites, such as celebrities, James claims.
"If you have the same interests as Kim Kardashian or a Premier League footballer, you could end up on their page," he says.
Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet.
Advertising is the largest expense of most marketing plans, with public relations following in a close second and market research not falling far behind.
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The most expensive option is Casanova, which also comes with a 10-minute pep talk before a first date. The majority of this cash is spend on the ads themsleves but Lovebook makes a small profit on each campaign.
James, who has just graduated from university, had the idea for the business when a friend complained that he couldn't meet women through existing dating apps and online services.
"Marco couldn't work out why people weren't responding so we decided to help him out," he explains.
Marketing: The systematic planning, implementation, and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.
After reading both of the definitions it is easy to understand how the difference can be confusing to the point that people think of them as one-in-the-same. Advertising is a single component of the marketing process.