Advertising vs. Publicity vs. Promotions vs. Sales vs. Pattern Advertising

VersusHere is an interesting fact for you. Generally when it comes to Advertising and Publicity, people think it is the same thing. Promotions is sometimes but more rarely confused with the previous two concepts. Sales are considered the be very similar to Advertising. Pattern Advertising is an easy concept, but known by very few.

So I am here to tell you that all these concepts are similar, in a way, but also different. Lets remove the confusion:

Advertising – Also called “paid or unearned marketing”, is when a company pays for promoting itself in a non-personal way.

Publicity – Also called “earned marketing“, is when someone else, but the company, promotes the brand and/or its products (e.g., word of mouth). The company does not pay for publicity. The message can be both good and bad.

Although the Publicity is unpaid, Public Relationship department is responsible for understanding and changing the public perception about the brand and fostering goodwill.

Promotion  Related to monetary and non-monetary discounts given by companies, in order for clients to buy more products.

Sales – Different from Advertising in a way that promotion is done in a personal way.

Pattern Advertising – when it comes to advertising in different places (e.g., countries), managers have to make decision whether to standardize their marketing activities, making advertising the same in these two or more places, or to adopt them to the local needs, whereby every country has its own advertisement. Pattern advertising is somewhere between 100% standardization and 100% adaptation, whereby the “draft”, standardized version is produced and marketers adopt specific elements of the ad to their own market’s needs.

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