This blog concludes a 3- part-series written to clarify the differences between marketing, public relations (PR) and advertising for business executives. Following previous posts on marketing and public relations, this focuses on advertising.
What is Advertising?
Advertising is part of the overall marketing for a company and is one method for raising awareness to promote, sell and distribute a product or service from producer to consumer. By definition, advertising is the action of calling something to the attention of the public or a specific audience (B2B or B2C) especially through paid announcements.
Similar to marketing and public relations, there are a variety of channels to consider when placing an ad. Examples of traditional advertising channels include, but are not limited to, print ads, outdoor billboards or signs, radio or TV broadcasts, online ad placements or pay-per-click Internet campaigns. Social media outlets include blogs , social networking, video sharing, etc. Social media channels are similar to traditional advertising vehicles in that they sell space ─ either through online ads, affiliate links, or other venues. The main difference with social media is the use of Internet and Web-based technologies.
Marketing, public relations and advertising each delivers value to a company, and efforts may overlap into multiple areas. For example, a company website can encompass all three elements with a specific sales promotion (marketing), product advertisements (advertising) and company news releases (public relations). Integrated Marketing Communications considers all the tools available, including online and offline communication channels, traditional, social and new approaches to determine the most strategic, cost-effective and advantageous line of attack a company can implment to achieve maximum impact and the greatest return on its investment.
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