Marketing > Advertising

 

Advertising is part of marketing.  Marketing is not advertising.


 

 

 

As a business owner, you are peppered with purveyors of advertising regularly.  They’ll tell you “YouTube is better than billboards.”  “Pandora is better than TV.”  “Facebook is better than radio.”  “Radio is better than newspaper.”  “This new thing is better than that old thing.”  “No! That old thing is still just fine!”  “I’m from the Yellow Pages and…”

But, none of those advertising vehicles are stronger than marketing.  The two words get used interchangeably but are not synonymous.

Advertising is part of marketing.  Marketing is not advertising.

Marketing consists of:

  1. Researching and discovering what is going on, both inside the business and out in the marketplace.
  2. Building a strategy.
  3. Tactics. Which includes:
  • The product or service you are selling
  • Distribution channels
  • Pricing
  • Communications

That last thing up there… Communications… is where advertising shows up.  It’s about 1/4th of 1/3rd of the whole of marketing.

Marketing is greater than advertising.

This can get a bit laborious for a quick article, so here’s the short of it:

Your marketing consists of everything that touches a customer.  If your bathrooms have cockroaches, you have a marketing problem.  If the sign outside your business looks like it was painted in your garage, you have a marketing problem.  If your receptionist behaves like the troll in Three Billy Goats Gruff, you have a marketing problem.  If your vendors are eating into your profits, you have a marketing problem.  If your communications (advertising, PR, sales promotions, etc.) are limp, you have a marketing problem.

Advertising alone cannot fix a broken marketing strategy.  A strong marketing strategy can lessen the amount of advertising you need (i.e., a burger joint on the busiest intersection in town with a 3-story rotating neon hamburger doesn’t need to advertise quite as much).

Think of advertising as your handshake.  It introduces you to me or reminds me you are still around.  It invites me to your party.  If I show up and find your troll and cockroaches, you’re out of business before you know it.

If I show up and you delight, surprise, and do more than I expected, your advertising just quintupled in value.

Don’t ever let anyone sell you advertising (tactics) without marketing strategy.  Anything less is theft.

Marketing is greater than advertising.

 


Johnny Molson

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