Tuesday, September 8, 2009

Chapter 13

I found Chapter 13 to be really interesting because it elaborated on what the first chapter said about the difference between marketing, advertising, and public relations. I decided to look further into this subject and found this little example that I believe really helps:

"If you are having a difficult time distinguishing between the three, here's a good rule to follow: Imagine you see a potential customer you would like to get to know.

Marketing is when you strike up a conversation and, during the conversation, you explain how he or she needs a great company to do his or her finishing work and your company is the right one for the job.

Advertising is when you go up to the person and confidently talk about how fantastic your company is, how it is the greatest finishing company on Earth and perfectly equipped to make his or her every finishing dream come true.

Public relations is when the prospective customer comes up to you and says admiringly, "I've heard how wonderful your company is, and I'd really like to get to know more about it."

This was found in an article on allbusiness.com. Here's the link for this particular article:


I thought this article did a good job of summing up much of what Chapter 13 said. As the worlds of advertising, marketing, and public relations melt together, knowing something about all of them to emphasize one of them is a necessity. Mass media is no longer the most effective way to reach a large audience. Companies are starting to focus on individuals instead of the crowd, which leads to the proliferation of integrated marketing communications (IMC). I found the five differences between IMC and mass marketing (focus on individual consumers, use of databases, use of a variety of approaches to send a message, use of consumer-preferred media, and favoring of interactive media) to be very helpful in understanding it. I found the discussion of database marketing to be interesting because while I have been exposed to them basically my entire life, I never realized how much they can make an impact and the effort that goes into creating them.

I really enjoy the focus on integrated marketing communications that is in this chapter. Before this class, I had never heard of this approach but now I believe that it is an effective approach to the communication field. The four P's of the marketing mix (and the subsequent four C's of consumer-driven IMC) make a lot of sense. I tend to like tips like these to remember important aspects of approaches. The detail the chapter goes into really explains it.

While I basically understand integrated marketing communications, I looked up real companies that use this approach to understand how it works in the real world. The company of Flesch, Pritchard, & Peebler explained it well on their services page. Understanding the different projects that go into IMC helps determine the directions I can go into in my career. Also, the occasion real-life example doesn't hurt either.

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