Definitions and Intended Messaging.
Marketing can simply be define as every way you touch a prospect or customer which may includes tools such as paid advertising, branding,pricing,distribution,customer service and dozens of smaller variables.
According to Kathleen Micken, Assistant Professor of marketing for the Gabelli School of Business at Roger Williams University, “Marketing might be defined as everything an organization does to facilitate an exchange between itself and its customers/clients”.
Advertising can be defined as a form of marketing communication used by companies to promote or sell products and services.The primary aim of advertising is to influence the buying behavior by promoting a product, service or company.
Public relations is about how the general public views the company. It is how the company maintains relationships with its stakeholders. The way the company engages with its customers, non-customers, and its stakeholders. Public Relation is the idea of creating coverage for clients for free, rather than advertising which is usually paid for.
Branding is the sum total of all the impressions a customer has of the company, based on every interaction they have had with you, your company and your products. Each engagement a customer has with a company tells a story or form a lasting impression on them. If your customer believes that a product is new and innovative, then those qualities become part of your brand in that customer’s mind. If your packaging is beautifully illustrated, then Customers may tend to see your brand as sophisticated or elite.
Advertising is a subset of Marketing. Public relations,Branding , Media planning, Product Pricing and Distribution, Sales Strategy, Customer Support, Market Research and Community relations are all parts of comprehensive Marketing efforts.
As you market your company and its products or services, keep in mind all the facets that work together to constitute Marketing.
Let take Marketing as the pie, the whole marketing pie can be divided into advertising, market research, media planning, branding, public relations, community relations, customer support, and sales strategy. Although Advertising, takes a big chunk of slice of the pie, it remain only one slice of the marketing pie while all other variables complete the pie.
All marketing elements must work independently but also interdependent toward the bigger goal of one unified marketing campaign with a common message.
A perfect illustration will be to think of building your dream home: There is need to secure the right land, engineer, architect, electrician, plumber and painter.
All of these individuals are professionals and stand on their own, as well as work together for the bigger goal of constructing the perfect home. Lets take public relations as your architect, market research as your electrician, and advertising as your painter, you’ll see how important it is for all pieces to stand alone, and align together for one unified purpose.
Understanding how Marketing, Advertising ,Branding and Public Relations can help you is possible, and using each one of them to your advantage is a key to your ongoing success.
If this is truly a new path for you, take your time and make sure the choices you make are perfect for your business.