Advertising, public relations, promotions, and other communications make your business grow.
stars and stripes promotional pen. image by Kalani from
What Is the Difference Between Advertising & Promotion
Difference Between Advertising and Sales Promotions
A Business Plan for Advertising and Promotion
Marketing, advertising, and promotions are often used interchangeably by small businesses that dont really understand the process of effectively bringing products or services to the marketplace. The more subjective disciplines of advertising and promotions support objective, upfront marketing research. Understanding what each of these terms means and how they relate to each other will help you effectively increase your sales.
Marketing is an objective discipline that involves the research, creation, pricing, testing, and distribution of a product or service. Marketing involves analyzing the competition by researching their pricing, products, where they sell, and age, race, gender, and other characteristics of their customers. A small business uses market research to test ideas and products on potential customers and to get feedback on the products or service. Market research also discovers what price consumers would pay for a proposed product or service, where they would purchase it, and how often they would use it.
Advertising is paying to get your message to potential customers. Unlike public relations, advertising lets you control your message. A classic advertising strategy includes demonstrating a need or a problem to your potential customer; offering a solution to help fill that need or solve the problem; and showing how your product or service does that. Good advertising sells the benefits of a product or service, rather than simply discuss the product or service.
Advertising a product that is overpriced or unavailable in stores doesnt make sense, nor does placing an ad for womens personal care products in a mens sports magazine. This is why marketing functions come first in the sales process. Advertising supports marketing and applies a specific message to specific audiences defined by market research as the best way to achieve success.
Promotions are events, activities, sponsorships, and contests that create and increase awareness of your product or service. Promotions differ from advertising because they are less educational in nature than traditional advertisements. Sponsoring a youth sports organization, giving away free samples at a mall, offering coupons in grocery stores, or promoting a sweepstakes or contest that bring customers to your website are all examples of promotions. Promotions should be geared toward the consumer demographic your market research determined is your best potential customer.
Branding is creating a consistent image for your company, products, and services. The key to success in branding is to communicate a consistent message to consumers about your product or service in all of your advertising, promotions, and public relations. For example, a local pizzeria that wants to brand itself as the best Italian restaurant in town should not offer tacos or stir-fry on its menu. That dilutes its brand and confuses consumers as to what type of restaurant it really is. All small-business advertising and promotions should reinforce the brand.
Its important for small businesses to evaluate the effectiveness of their marketing, advertising, and promotions on a regular basis. This ensures that your communications support the original marketing research and strategy. Audits of your advertising, public relations, and promotions may reveal flaws or incorrect assumptions in your original marketing plan.
Sales managers earned a median annual salary of $117,960 in 2016, according to the U.S. Bureau of Labor Statistics. On the low end, sales managers earned a 25th percentile salary of $79,420, meaning 75 percent earned more than this amount. The 75th percentile salary is $168,300, meaning 25 percent earn more. In 2016, 385,500 people were employed in the U.S. as sales managers.
Free Management Library: Basic Definitions-Advertising, Marketing, Promotion, Public Relations and Publicity, and Sales
MarcommWise: Five Characteristics of Highly Successful Advertising
AllBusiness: Increasing Retail Sales Through Effective Promotions
Bureau of Labor Statistics: Advertising, Marketing, Promotions, Public Relations, and Sales Managers
U.S. Bureau of Labor Statistics: Occupational Outlook Handbook: Sales Managers
Sam Ashe-Edmunds has been writing and lecturing for decades. He has worked in the corporate and nonprofit arenas as a C-Suite executive, serving on several nonprofit boards. He is an internationally traveled sport science writer and lecturer. He has been published in print publications such as Entrepreneur, Tennis, SI for Kids, Chicago Tribune, Sacramento Bee, and on websites such , SmartyCents and Youthletic. Edmunds has a bachelors degree in journalism.
stars and stripes promotional pen. image by Kalani m
Ashe-Edmunds, Sam. Marketing, Advertising & Promotions.
Ashe-Edmunds, Sam. (n.d.). Marketing, Advertising & Promotions.
Ashe-Edmunds, Sam. Marketing, Advertising & Promotions accessed July 09, 2018.
Note: Depending on which text editor youre pasting into, you might have to add the italics to the site name.
The Difference Between Marketing, Advertising, Public Relations & Sales Promotion
What Is theDifferenceBetween Marketing and Advertising?
Examples ofPromotional Strategiesin a Product
What Is the Definition ofPromotional Advertising?