Where,Does,Advertising,Fit,Int marketing Where Does Advertising Fit Into the Marketing Mix?
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Many people get confused about the role of advertising inthe marketing mix so here's a simple view of where it fits in.In the traditional marketing model, we talk about the 4 P's· Product· Pricing · Place· PromotionThe last section - Promotion is what wemean when we say you are "doing your marketing". It's yourcommunications or your actual marketing activities.But first, let's get clear about the PURPOSEof marketing and why you want to get good at it."The PURPOSE of marketing or it's biggest taskis topersuade prospects to visit you online or offline so youcan present your offer. Done well they come waving theircredit card and ready to buy so there's no need for hardsell."Whenever and wherever you get in front of your potentialmarket is your marketing opportunity - you are communicating or getting yourmessage across.You could say this started as far back as Babylon when the Town Crier was the onlydelivery method! They went around town shouting out to people to go to themarketplace and you went to the marketplace with your goods to "presentyour offer".With the invention of print and other technologies you nowhave a smorgasbord of delivery methods or media to reach people such as· Print - newspapers, magazines,catalogues, newsletters· Phone, mail, fax o Radio & TV,· Internet - through websites, blogs,social networking sites, email, video & Audio podcasts· Teleseminars & webinars o Mobile media - Blackberrys and mobile or cell phones· And lets not forget in person publicspeaking and networkingNow that range adds a level of complexity. But choice is goodand you don't have to use all of these but they are available to you.In any event you'll either be speaking or writing. Simplynarrow down what makes sense for you and your business and use your strengthsto work out a plan.JUST remember the marketing principles remain the same nomatter the medium - so the PURPOSE of your marketing is still the same. Topersuade prospects to visit you online or offline so you can present youroffer.So where does advertising fit into this?Advertising issimply a subset of your marketing activities it's the SALES function when youmake the sales pitch or "present your offer". This could be verbal orwritten in all the same media you use for your marketing communications. Whatadds to the confusion is sometimes big companies use image based ads forawareness so the "sales pitch" isn't obvious.But the primary purpose of advertising is to SELL.So you create ads in one form or another and get them infront of your audience.Small businesses can't afford to waste money on imageadvertising that is designed for the masses to promote a well known brand. Itsimply isn't designed to sell, NOW.What I do and recommend is Direct Marketing which is basedon one-on-one relationships and uses proven direct response advertising techniquesinstead of mass advertising.The purpose of a direct response advertisement is to get aresponse, NOW! Which means these ads actually ask the prospect to DO something.Whether you're building a list, selling a product orservice, an appointment or even something you are giving away - you still needto "sell" it to your prospect. And ask them to take the action youwant them to take to move them through the sales process.In a nutshell, advertising is a subset of marketing anddirect response marketing and advertising is the champion for small business.
Where,Does,Advertising,Fit,Int