What are the differences between Advertising, Marketing, Sales and Promotions?
Here’s a simple little story to answer the question.
If the circus is coming to town and you paint a sign saying “Circus Coming to the Fairground Saturday,” that’s advertising.
If you put the sign on the back of an elephant and walk it into town, that’s promotion.
If the elephant walks through the mayor’s flowerbed, that’s publicity.
And if you get the mayor to laugh about it, that’s public relations.
If, before painting the sign that says “Circus Coming to the Fairground Saturday,” you check community calendar to see whether conflicting events are scheduled, study who typically attends the circus, and figure out how much they’re willing to pay and what kinds of services and activities they prefer, that’s market research.
If you invent chocolate elephant ears for people to eat while they’re waiting for elephant rides, that’s product development.
If you create an offer that combines a circus ticket, an elephant ear, an elephant ride, and a memory-book elephant photo, that’s package deal.
If you get a restaurant called Elephants to sell your elephant package, that’s distribution.
If you ask everyone who took an elephant ride to participate in a survey, that’s customer research.
If you follow-up by sending each survey participant a thank-you note along with a two-for-one coupon for next year’s circus, that’s customer service.
And if you use the survey responses to develop new products, revise pricing, and enhance distribution, then you’ve started the marketing process all over again.