Comments on: Are You an Advertiser or a Marketer?

By: Bob Fiddler

Bob Fiddler — Mon, 07 Dec 2009 12:00:40 +0000

I agree investing in marketing and/or advertising without some strategy and planning is not a good idea. Everyone wants results in their bank account NOW. I find it’s often us — the agency — who have to slow clients down.

By: Mike Sweeney

Mike Sweeney — Mon, 07 Dec 2009 11:19:55 +0000

Thanks for the comment Bob. I agree wholeheartedly, many “marketing” organizations are also successful “advertising” organizations. That’s why I acknowledged that I was generalizing for effect. I was referring more to the broad mindset that I see from clients/prospects – usually their behavior (as it relates to marketing/advertising planning and execution) can be placed in either the marketer or advertiser bucket. This – of course – is just my classification. I’m not saying “advertising bad/marketing good”, but I am saying advertising without marketing planning/strategy = bad.

By: Bob Fiddler

Bob Fiddler — Mon, 07 Dec 2009 11:03:14 +0000

Mike–

I too see different organizations with different points of view, much as you described. But classifying them as “Advertising” organizations vs. “Marketing” organizations mischaracterizes both disciplines. Advertising is a subset of marketing. Good advertisers pay a great deal of attention to how well (and efficiently) advertising is helping them tackle their marketing challenges. Metrics like “reach” and “impressions” are planning tools used to measure how well messages are being proliferated, prior to being able to test real results. You make it sound as if “Advertising bad/Marketing good.” Truth is many “Marketing” organizations are also successful “Advertising” organizations.

By: Larry cotter

Larry cotter — Fri, 04 Dec 2009 18:21:22 +0000

And a marketing sage once told me -”good marketers promote products, great marketers promote features and hall of fame marketers create an emotional connection between their product and customers.”