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0 pointsgk15y ago0 comments

That definition is very—let’s say—unique. In my 7+ years of marketing I have never met anyone or read anything that put advertising outside of marketing. It’s even in the academic “4P” definition of marketing (“Promotion”).

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4 comments · 2 top-level

chiefalchemist5y ago· 2 in thread

Marketing is the message.

Advertising is how that's communicated.

Using a billboard or a TV advert is not marketing.

Of course, marketing needs to be advertized. Else you'd just be sitting around a confernce table all day. Sooner of later the (marketing) message will need to be...advertised.

And yes, the medium can be the message. But a magazine advertisement is not a brand style guide. Tradeshow swag is not a tag line.

It not a question of placement - inside or out - it's simple proven definitions.

gk1OP5y ago

You’re welcome to dream up your own definitions, but then don’t patronize others: https://en.m.wikipedia.org/wiki/Advertising

chiefalchemist5y ago

Note the opening five words:

"Advertising is a marketing communication..."

Your tone is unnecessary and off-target. The above quote from line one is exactly what I said.

You don't just wake up, roll out of bed, and advertise. Well, you can but waste a ton of money. In any case, that message needs to be crafted. That's marketing. Advertising is how you disseminate that "plan."

Logo - marketing, not advertising.

Style guide - marketing, not advertising.

Positioning of the brand - marketing, not advertising.

And so on.

Marketing is the plan. How you wish take and place your brand / product to market. Advertising is the communication of that to thd market. Advertising is what happens when the meeting ends and its time to engage the market.

Marketing = what we have to say and who we wish to say it to.

Advertising = Got it. Let's see what tools we have to best make that happen.

No dreams. That is how it happens.

1 more reply

rvba5y ago

The funny thing is that in most consumer faced products advertising is generally outsourced to a media agency that does all the work: both creative and media buying (say TV ads, press).

Obviously for software and B2B it is a bit different, because budgets are often smaller and there is more pressure for A/B testing if there is any Return on Investment.

For me "promotion" is more like "price strategy", but they put the word into the 4P since it fits nice.

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