July 09, 2005

Advertising, promotion, PR, publicity -- which is it?

As small businesses, independent music teachers wear many hats. Marketing is an overall umbrella of several activities.

Marketing is a strategic function (see Invaluable Skills), supported by tactical activities: advertising, promotion, public relations and publicity, to achieve sales.

Here is a quote from "Promoting Issues and Ideas" by M. Booth and Associates, Inc that helps bring it all into focus.

... if the circus is coming to town and you paint a sign saying 'Circus Coming to the Fairground Saturday', that's advertising. If you put the sign on the back of an elephant and walk it into town, that's promotion. If the elephant walks through the mayor's flower bed, that's publicity. And if you get the mayor to laugh about it, that's public relations. If the town's citizens go the circus, you show them the many entertainment booths, explain how much fun they'll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that's sales.

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