Basic Definitions: Advertising, Marketing, Promotion, Public Relations and Publicity, and SalesIt's easy to become confused about these terms: advertising, marketing, promotion, public relations and publicity, and sales. The terms are often used interchangeably. However, they refer to different -- but similar activities. Some basic definitions are provided below. A short example is also provided hopefully to help make the terms more clear to the reader.One Definition of AdvertisingAdvertising is bringing a product (or service) to the attention of potential and current customers. Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc.One Definition of PromotionPromotion keeps the product in the minds of the customer and helps stimulate demand for the product. Promotion involves ongoing advertising and publicity (mention in the press). The ongoing activities of advertising, sales and public relations are often considered aspects of promotions.One Definition of MarketingMarketing is the wide range of activities involved in making sure that you're continuing to meet the needs of your customers and getting value in return. Marketing is usually focused on one product or service. Thus, a marketing plan for one product might be very different than that for another product. Marketing activities include "inbound marketing," such as market research to find out, for example, what groups of potential customers exist, what their needs are, which of those needs you can meet, how you should meet them, etc. Inbound marketing also includes analyzing the competition, positioning your new product or service (finding your market niche), and pricing your products and services. "Outbound marketing" includes promoting a product through continued advertising, promotions, public relations and sales.One Definition of Public relationsPublic relations includes ongoing activities to ensure the overall company has a strong public image. Public relations activities include helping the public to understand the company and its products. Often, public relations are conducted through the media, that is, newspapers, television, magazines, etc. As noted above, public relations is often considered as one of the primary activities included in promotions.One Definition of PublicityPublicity is mention in the media. Organizations usually have little control over the message in the media, at least, not as they do in advertising. Regarding publicity, reporters and writers decide what will be said.One Definition of SalesSales involves most or many of the following activities, including cultivating prospective buyers (or leads) in a market segment; conveying the features, advantages and benefits of a product or service to the lead; and closing the sale (or coming to agreement on pricing and services). A sales plan for one product might be very different than that for another product. |
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| My First Blog Post |
Posted by Jun 18th
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ADVERTISING TECHNIQUESAVANTE GARDE  The suggestion that using this product puts the user ahead of the times e.g. a toy manufacturer encourages kids to be the first on their block to have a new toy .FACTS AND FIGURES Statistics and objective factual information is used to prove the superiority of the product e.g. a car manufacturer quotes the amount of time it takes their car to get from 0 to 100 k.p.h.
WEASEL
WORDS
 “Weasel words" are used to suggest a positive meaning without actually really making any guarantee e.g. a scientist says that a diet product might help you to lose weight the way it helped him to lose weight .MAGIC INGREDIENTS  The suggestion that some almost miraculous discovery makes the product exceptionally effective
e.g. a pharmaceutical manufacturer describes a special coating that
makes their pain reliever less irritating to the stomach than a
competitor`s .
PATRIOTISM
 The suggestion that purchasing this product shows your love of your country e.g. a company brags about its product being made in America and employing American workers. DIVERSION Diversion seems to tackle a problem or issue, but then throws in an emotional non-sequitor or distraction.
e.g. a tobacco company talks about health and smoking, but then shows a
cowboy smoking a rugged cigarette after a long day of hard work. TRANSFER 
Words and ideas with positive connotations are used to suggest that the
positive qualities should be associated with the product and the user
e.g. a textile manufacturer wanting people to wear their product to
stay cool during the summer shows people wearing fashions made from
their cloth at a sunny seaside setting where there is a cool breeze.PLAIN FOLKS  The suggestion that the product is a practical product of good value for ordinary people e.g. a cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product .SNOB APPEAL  The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous life style e.g. a coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery .
BRIBERY
Bribery seems to give a desirable extra something. We humans tend to be greedy. e.g. Buy a burger; get free fries. TESTIMONIAL A famous personality is used to endorse the product e.g. a famous basketball player (Michael Jordan) recommends a particular brand of skates. WIT AND HUMOR Customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by clever use of visuals or language.
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