Main differences between confusing notions like Marketing, Advertising, Public Relations and Sales Promotion
Let’s imagine the following scenario: you just started a new business (e-commerce business or otherwise), in a particular field of activity or you plan to extend your company formation in UAE, China or another part of the world, and you wonder how to make your products popular so that it can reach the target audience of your choice? Or perhaps you encountered issues in using social media platforms to spread your message and generate the buzz of your own, or you just want to understand the proper and best ways of getting in touch with the community?
We are the perfect people for this job because we know what our core services – marketing, advertising, sales promotion and public relations – mean and how to deliver them accurately. You must have come to these terms before and surely it can get a bit confusing at first to distinguish between everyone so let us show you the differences:
Marketing. What is marketing?
Marketing represents the set of institutions, overall activity, and the process of communicating, delivering products or services to a target audience through the practice of the four P’s: product, price, place, and promotional strategy thus encompassing more than one method. It is a sophisticated management tool through which goods and services are being promoted and distributed.
If you either decide to build a business from scratch or continue someone else’s, you need to come up with a marketing plan to ensure adequate development, communication, and delivery of your products or services. You must first do thorough research and based on which you can identify potential customers and ways to ensure proper media coverage. You must consider your financial resources allocated to your marketing plan which includes practices like advertising and PR.
What about the other notions?
Advertising, promotion, and PR have similar goals but the execution is slightly different, but these notions are subcategories of marketing, being integral parts of the four P promotions we mentioned earlier. Marketing is based on thinking about how the product moves from concept to customer while advertising and PR don’t emphasize all on the development of goods and services and on where will they end up.
Advertising is a means of non-personal communication used to target customers, with the intent to persuade them to purchase products or services. Most of the time it uses paid for media channels such as tv, print publications, radio and the Internet and it includes customized themes that convey the company’s objective, its brand and other specific information about products and services.
- Sales promotion
Promotion is an integral part of the four Ps marketing practice and is a mixture of communication methods that include advertising and PR. The communication activity is decided after taking into consideration the type of product, the media distribution means, market research, and financials. Based on the budget a company has, there are two alternatives: either it may pick a national marketing campaign for promoting its well-established products which are the case of significant retailers if it is a small company it can choose a direct sales promotion to sell its lesser-known products.
- Public Relations (PR)
As the title suggests, public relations (PR) is a communication strategy used to build connections between companies/organizations and the general public (among which we find customers, investors, business partners and so on). Judging by how complicated relationships are and how much time and effort they require, PR’s established relationships should be beneficial to all parties involved. PR is an essential and useful communication method that includes public speaking, press releases and community involvement. Compared to advertising, even smaller companies with low financial resources can afford to use PR because public relations is inexpensive and it can showcase the company’s brand and name. PR programs illustrate other positive aspects such as the company’s achievements and contributions to society.
If we combine all of these practices and methods into one big dominant strategy, we get an integrated marketing communications. But we suggest you let this bit of knowledge settle in for now, so all you have to do is focus on your business and let us pros handle the rest!