Marketing vs.Advertising

Colleen Gerber Week2 Practice

Integrated Marketing Communications

Integrated marketing communications has blurred lines between traditional marketing, public relations roles and responsibilities.

Even with the overlap and grey areas of today’s media communications, each plays a vital role and are key components to a successful media campaign.

What is Marketing? Marketing is anything done to gain

customers and develop an on-going relationship with them. The goal of an organizations marketing strategy is to make a profit by supplying products or services to the people who need or want them.

The four ‘Ps’ of marketing are product, place, price and promotion.

What is Advertising? Advertising is created campaign to sell

an organization’s products, services or ideas. Through demographic identification and research, paid for ads are created and appear in print, on television, radio, billboards, flyers, and internet banner ads in an effort to call attention to the product, service or idea.

What is Public Relations Public relations deals with media exposure,

that is not paid for, and is built on creating positive relationships with the public and results in media coverage and attention.

A recent study from 2014 by Nielsen commissioned by inPowered on the role of content in the consumer decision-making process concluded that PR is almost 90% more effective than advertising

With advertising, you tell people how great you are.  With publicity, others sing your praises. 

The difference between Advertising and P.R.

Example of GoPro Marketing GoPro sponsors action sports stars like 

Shaun White and Kelly Slater to be ambassadors and socially share content from their adventures that is attributed to GoPro.

GoPro asks their athletes to mention @GoPro socially as much as possible.

GoPro Public Relations Example Every day the company highlights a

customer created GoPro Video and Photo of the Day, which is then promoted across their social channels. 

  Every day, GoPro holds a “

Everything We Make” daily giveaway awarding their full line of products to one lucky winner around the globe.

“Advertising is what you pay for, publicity is what you pray for.”

In a nutshell, the difference between the two can be described as follows:  Advertising is paid media, Public Relations is earned media.