If you were to ask most people what marketing is, chances are they would describe
marketing as advertising. While advertising is a component of marketing, and probably the
most public face of marketing, it by itself is not marketing. Still, putting together an
advertising effort is a very popular way to create some semblance of a marketing effort. Yet,
in an effort to make positive gains, these efforts sweep deeper marketing problems under
the rug. Why? Advertising is only a small part of an overall marketing effort. In fact,
advertising is only a small part of an overall communications plan.
While many people want to get involved with advertising their businesses, it is often looked at as a purely creative endeavor that should be left to artists and designers. While there can be a lot of design work with some advertising, there is still plenty that needs to be done behind the scenes. This Marketing Tool & Diagnostic will help you get your advertising off on the right foot by explaining:
- Why advertising fails
- What role advertising should play in your organization
- How to create marketing objectives
- How to choose advertising media
- How to create an advertising plan
- Top 10 tips on creating good advertising
