Marketing. It isn’t another name for advertising.
Marketing isn’t a newspaper ad, billboard, or TV spot. That’s advertising. You don’t pay a media fee for marketing. Even so, marketing doesn’t come free. Sales materials, trade show exhibits, brochures, newsletters, press releases, online videos, and websites are all components of marketing that should be expertly designed, written, and produced.
Marketing includes research, planning, implementation, and analysis of all activities responsible for an organization’s goals. Klündt Hosmer’s approach to marketing defines the target audience and develops key messages, unique buying propositions, and values that are communicated through appropriate channels to prospective customers.
Planning and managing consistent marketing, paired with intentional advertising, creates powerful audience impact to drive action.