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I would say that there isnt much of a conceptual difference between the two, however we can put it across in these terms.. Trade marketing is a discipline of marketing that relates to increasing the demand at wholesaler, retailer, or distributor level whereas Advanced Trade Marketing leaps a step ahead, by reaching out to the targeted consumer with a continued brand management strategy. It invloves participation from various other contributing sources or factors as well.
There is a difference but the concept is new but effective. (Thus will add it's brief meaning & difference)
Advanced Trade Marketing mostly applies to the small & medium sized companies dealing into capital goods where their 1st task is to reach all the dealers in the targeted countries & secondly the End Consumers should be able to receive all the relevant information's about the equipment or the product in the appropriate form.
Traditionally both the tasks are met by Trade Marketing (Approach for dealers) & Retail Marketing (Approach for consumers) & thus budget gets too stretched for either one of them.
Thus, Advanced Trade Marketing is an tailored approach & combination of Trade Marketing & Retail Marketing and the ratio will be ensured thus to cover both the tasks appropriately.
Now this approach is even used in other industries too as it's effective in cost controlling & result oriented measure thus better ROI & penetration.
Whereas (Traditional) Trade Marketing is an strategy or approach mostly designed from reaching seller's or retailers & all plans are based on 'Top - Down' or 'From Seller to End Consumer' point of view & is applied based on that.
It aims to build relationship with retailers/outlets/chain to increase merchandise & planogram, shelving, increase space, participate in events. Increase display, promotion's tailored from Outlets events & many many more. (Indirectly for the same result to increase customer base & higher effective sales with better ROI)
