Is sales and advertising part of marketing

Marketing, advertising, PR - what's the difference?

Marketing, advertising and PR are not just terms with different meanings, they also stand for different tasks.

Marketing, advertising, PR - these terms are often jumbled together. In doing so, they clearly distinguish themselves from one another.

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Marketing, advertising, PR - these terms are often used synonymously in everyday life and by laypeople. But it is worthwhile to clarify the differences in meaning - because then it becomes clear which different tasks are meant.

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Marketing is a term that is interpreted independently by different authors. That is why there is no generally binding definition. Basically, this term describes two completely different fields of action. Marketing is, depending on the design,

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  • a corporatephilosophy and or

  • a collective term for all sales-oriented activities.

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Marketing as a company philosophy puts the customer at the center of action. If marketing is understood in this way, it always requires a rethink in corporate management. From the question "What's best for my company?" then the core question becomes: "What's best for my customers?"

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At the same time, marketing (German sales economy) is also a generic or collective term to understand for all activities that directly or indirectly control, promote and support sales, such as sales, advertising, sales promotion, PR, service, sponsoring, presentation, advice, offer development, innovation policy, etc.

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Regardless of whether marketing is interpreted as a philosophy or just as a collective term: Advertising is a particularly important part or sub-area of ​​marketing. However, there are different interpretations. Here are two definitions that are ultimately identical in the statement, but set different accents.

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  • Advertising tries to influence the attitudes and behavior of the target persons in favor of the company's intentions by means of subjective information and the most suitable advertising media and advertising media.

  • Advertising is also defined somewhat more comprehensively as follows: Advertising has the task of positively changing the attitudes of the selected target persons and target groups in the sense of the tasks (generate demand, change image, anchor unique selling points, etc.) In order to achieve this goal or these goals, you use your own and third-party advertising media, advertising media and (social) media of various kinds, depending on your needs.

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PR stands for Public Relations and, like advertising, is a sub-area of ​​marketing. However, there are also PR people who do not want to recognize this assignment. The reason lies in history, as in many companies PR was previously assigned directly to the board of directors. But that turned out to be problematic because the cooperation between advertising and PR was often not coordinated in terms of content and timing.

The aim of all communications between the company and the public is to ensure that the company and its products and services are positive and identical to represent. This inevitably resulted in the integration into the marketing area, where today both sub-areas are summarized under the generic term communication.

While the advertising measures are primarily aimed at selling products and services, PR essentially has the task of creating positive acceptance for the company. In addition, PR has the task of limiting the damage in times of crisis through appropriate information and messages.

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Sales promotion and distribution

They are mentioned for the sake of completeness.

The Sales promotion, also called "Sales Promotion", is the effort to offer employees in sales, (wholesaling) retailers, referrers and customers incentives through targeted measures that increase sales success directly and immediately. The measures can be aimed at one, several or all target groups involved in sales. Such incentives, which are often limited in time, are also called "incentives" in New German.

The field of action "sales promotion" also has a problematic component. This becomes visible when the interests of the manufacturer and the provider are not congruent. The aim of the manufacturer is to get buyers to seek out suppliers who sell their products. However, the goal of many providers - regardless of whether they are trade or craft - is that buyers come to them, regardless of the products they represent.

The distribution is the last link in a value creation process when it comes to the distribution of property and rights. In common parlance - but legally incorrect - this also applies to (immaterial) services.

Ultimately, the following picture emerges from all of this:

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Marketing is the generic term for all (in) direct sales-promoting measures. PR and advertising are only subsets.

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The term "Marketing" implies a corporate philosophy and is at the same time an umbrella term for all sales-promoting measures. advertising and PR are sub-areas of marketing that are clearly delimited from one another.