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88 Keys Entertainment is a brand that highlights the lifestyle of "urban intellectuals". We take a platter of street life and add in spices of sophistication. This recipe produces individuals who carry swag and smarts.
88 Keys Media & Marketing
Saturday, November 26, 2011
Marketing vs Advertising vs Public Relations vs Branding
Topic: What is the difference between marketing, advertising, public relations and branding?
Marketing
You can look at marketing as the umbrella category that encompass the rest of these terms. Let's take a local bar that just opens up for example. Marketing related decisions include all of the following.
- How many seats and tables should we put out? Would customers prefer standing space or the comfort of sitting? Which would bring us higher revenues?
- What promotions should I run on Wednesdays? Saturdays? Who am I targeting and which deals are most likely to bring me more business?
- How many different beer and liquor brands should I carry? Is it worth working with multiple providers and having variety or will I stick with a single provider and invest my money in other aspects such as promotional flyers or advertising?
Advertising
The sexy part of marketing. This is the strategic messaging and communication from the company to their audience. There are mediums/platforms where the communication takes place and there are methods to the messaging.
Mediums/Platforms
- Radio
- TV
- Internet
- Outdoor/Public
- Events
If there is one thing you can count on, it is advertisers finding ways to sell their message to you anywhere you are paying attention. It is only a matter of time before we arrive at Inception advertising, where we face advertisements in our sleep.
Branding
This is a method of messaging and often the preferred method of multi-million dollar corporations. This method is most beneficial to well established companies which is likely why you hear this term thrown around more than other advertising methods such as direct response messaging. The purpose of branding is to associate your company or product with an emotion, an event, a sentiment etc. You are selling more than a product or service now, you are selling your brand.
Coca Cola has branded themselves with the tag line "Open Happiness" since the mid 2000s. This is one example of how they used guerilla marketing to communicate this idea.
As American Gangster pointed out, branding applies even to the heroin game as well.
Public Relations
It is debatable whether PR is a method of advertising or if it is a category under the general marketing umbrella. Regardless of how it is categorized, public relations is the gauging and maintaining of the company's preferred public image. When a senator has a scandal, the PR team would decide on the best course of action. When BP had their huge oil spill, their PR had to make some defining decisions. Even in times where everything is running smoothly, the publicists will do their best to reach out to the media to highlight the positive aspects of their company such as their donations to charity or their efforts in recycling and going green.
Simply put, this is the bullshit department.
Summary
To sum things up, let's take a look at this 30 second clip and pick out each element that we see.
