I know for a fact that for at least 30 years now, market textbooks and classes have made the distinction between marketing and advertising/promotion the first definition provided. That has pretty much been a useless effort because people generally think of the terms as synonymous.
I don’t expect to move that needle much at all today, but I thought I would share a recent post Seth Godin made on the topic to get readers thinking about their own practices.
If an exterminator puts signs and banners in front of a fancy house when they’re inside killing rats, that’s promotion. But it’s not good marketing.
Marketing is creating the conditions for a story to spread so you can help people get to where they hope to go. Marketing is work that matters for people who care, a chance to create products and services that lead to change.
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If you have to interrupt, trick or coerce people to get the word out, you might be doing too much promotion and not enough marketing.
I especially like this first illustration he uses. While it isn’t a universally applicable example of the difference, it does make the point that what is good promotion doesn’t necessarily create an environment that is in everyone’s interests.
In the same way, a message of “come see this show” is different from “this is a place that provides an opportunity to share experiences with family and friends.” The latter is part of a narrative about attaining what people aspire to rather than selling a single specific product.