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With Social Media and other on-line tools both Marketing and Advertising has become accessible to any size business or non-profit. Yet many leaders ask, “What’s the difference?” In “Marketing vs Advertising; What’s the Difference” J.R. presents an overview of what activities make up Marketing and what activates and ideas fall in to Advertising. Then we will look at the tools available to the small and medium business or non-profit today in the areas of Marketing and Advertising. The audience is invited to discusses the “why” and the “how” to put these tools to use. You may find that it is not an either or question but both. 3 Learning objective: 1. Define, compare and contrast Marketing and Advertising principals 2. Evaluate Marketing and Advertising tools for small and medium business and non-profits 3. Action items for using these principals and tools in your organization Your speaker, J.R. Atkins has been working with individuals, executives and small businesses since 1993 and on Social Media since 2008. He has a BA from Texas A&M University and an MBA from The University of Phoenix, Dallas Campus. He is an Adjunct Professor at Temple College and has published 3 books Success Simplified, Social Media 2.0 and Road Map to Success.
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MARKETING VS ADVERTISING; WHAT’S THE DIFFERENCE ?By J.R. Atkins, MBA
SomethingDifferentCompanies.com
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www.SlideShare.net/JRatkins
AGENDA
•What is Advertising & Marketing
•Examples
•Your Ideas about Marketing & Advertising
•More on Advertising & Marketing
• The 4 P’s of Marketing
• Tools for Marketing & Advertising
•Resources
ADVERTISING DEFINED
Advertising: The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers. http://marketing.about.com/cs/advertising/a/marketvsad.htm
MARKETING DEFINED
Marketing: The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.
Advertising is a single component of the marketing process. http://marketing.about.com/cs/advertising/a/marketvsad.htm
ADVERTISING OR MARKETING?
ADVERTISING OR MARKETING?
WHAT DO YOU THINK ARE THE DIFFERENCES?
Adertising Marketing
Selling Informing
Executing Planning
More Costly Less Expensive
? ?
Advertising or Marketing?
MORE ON ADVERTISING
Advertising is the part of Marketing that involves getting the word out:
• About your business, product, or the services you are offering
• It involves the process of developing strategies such as ad placement, frequency, etc.
• Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet.
• Advertising is the largest expense of most marketing plans, with public relations following in a close second and market research not falling far behind. http://marketing.about.com/cs/advertising/a/marketvsad.htm
MORE ON MARKETING
Marketing consist of advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy, and community involvement.
• All of these elements must not only work independently but they also must work together towards the bigger goal.
• Marketing is a process that takes time and can involve hours of research for a marketing plan to be effective.
• Think of marketing as everything that an organization does to facilitate an exchange between company and consumer.
http://marketing.about.com/cs/advertising/a/marketvsad.htm
4 P’S OF MARKETING1. Product or Service or Consumer Needs (Product Mix and Life-Cycle)
2. Price or Cost (Consumer Perceived Value, Price Elasticity, Demand)
3. Promotion or Communication (Advertising)
4. Place or Convenience or Distribution Channels http://en.wikipedia.org/wiki/Marketing_mix
MARKETING TOOLS1. Your Business Plan
2. Ideal Customer Description
3. CRM – Customer Relationship Management Software
4. Email Marketing Client
5. Design Help
6. Social Media
7. Content Help
8. Website & SEO – Search Engine Optimization
9. Mobile Apps/Mobile Website
10. Advertising
11. Public Relations
12. Video
13. Customer Service
14. Product Tracking Services
15. Virtual Assistance http://www.ducttapemarketing.com/resources
ADVERTISING TOOLS1. Your Marketing Plan
2. Ideal Customer Description
3. Graphic Design Help
4. “God-Google-YouTube”
5. Consultant or Agency
6. Your Gut Instinct, maybe
7. Website Ads
8. Mobile Apps/Mobile Website
9. Social Media Ads
10. YouTube & Vimeo
11. Industry Resources & Trade Associations
12. Print Ads
13. Billboard or Signage
14. Radio & TV
15. Drive Up Appeal http://en.wikipedia.org/wiki/Category:Advertising_tools
RESOURCES
1. http://marketing.about.com/cs/advertising/a/marketvsad.htm
2. http://en.wikipedia.org/wiki/Marketing_mix
3. http://www.ducttapemarketing.com/resources
4. http://en.wikipedia.org/wiki/Category:Advertising_tools
5. www.SomethingDifferentCompanies.com
6. Social Media 2.0 by J.R. Atkins MBA
7. Duct Tape Marketing by John Jantsch
THANK YOU FOR ATTENDING:MARKETING VS ADVERTISING; WHAT’S THE DIFFERENCE ?
What do I do?
1. Conference Presentation
2. Executive Briefings & Workshops
3. Consulting Projects: Social Media,
Websites, Mobile Apps, & Marketing
