If you’re a small- to medium-sized business, I bet you’ve asked yourself, “What is the difference between PR, Marketing and Advertising, anyway?” The idea of integrated communications is simple: use a variety of communications methodologies which complement each other in order to meet business objectives. But if you’re not quite sure which direction to follow, here’s an elementary rundown of the differences between these main three areas of communications.
In businesses big and small, generally the marketing dept. is the dept. that allocates resources, a.k.a budget, to communications programs that will help sell products and services. PR and advertising programs almost always fall under the marketing umbrella. Other areas of marketing include promotions (contests and giveaways), events, trade shows, webinars, social media, sponsorships and more. When you think “marketing” think of any activity or process designed to help sell!
According to Dictionary.com, Marketing is defined as: The activities of a company associated with buying and selling a product or service. It includes advertising, selling and delivering products to people. People who work in marketing departments of companies try to get the attention of target audiences by using slogans, packaging design, celebrity endorsements and general media exposure. The four ‘Ps’ of marketing are product, place, price and promotion.
Many people believe that marketing is just about advertising or sales. However, marketing is everything a company does to acquire customers and maintain a relationship with them. Even the small tasks like writing thank-you letters, playing golf with a prospective client, returning calls promptly and meeting with a past client for coffee can be thought of as marketing. The ultimate goal of marketing is to match a company’s products and services to the people who need and want them, thereby ensure profitability
|1.||the act or practice of calling public attention to one’s product, service, need, etc., esp. by paid announcements in newspapers and magazines, over radio or television, on billboards, etc.: to get more customers by advertising.|
|2.||paid announcements; advertisements.|
|3.||the profession of planning, designing, and writing advertisements.|
- (used with a sing. verb) The art or science of establishing and promoting a favorable relationship with the public.
- (used with a pl. verb) The methods and activities employed to establish and promote a favorable relationship with the public.
- (used with a sing. or pl. verb) The degree of success obtained in achieving a favorable relationship with the public.