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February 12, 2010I am assigned to present this concept in our integrated marketing communications class. the title is “Communication vs Advertising and promotion”. it would have been easier if i am just to discuss their relationship but it is specified to be a “versus”. i find it hard to understand since i cant find any reference that has actually discussed about the “trade-off” between communication and the other two.
I am assigned to present this concept in our integrated marketing communications class. the title is “Communication vs Advertising and promotion”. it would have been easier if i am just to discuss their relationship but it is specified to be a “versus”. i find it hard to understand since i cant find any reference that has actually discussed about the “trade-off” between communication and the other two.
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Depends on how you look at it. Advertising and Promotion can very easily conflict with Communication if you define them right. Advertising and promotion tend to be one-way communication (Seller speaks to Buyer…buyer has option to buy or not).
Communication tends to be two-way (seller rights a blog, buyer tells seller that the product is completely worthless while the entire world watches). Communication can easily compete against promotion if the promotion conflicts with the conversation happening between the seller and the buyer. A conversation is always happening, the question comes in the form of: “is the sell listening? Responding correctly?”
The YouTube link at the bottom will help explain the difference in a funny conversation between a marketer and a consumer.