Marketing and all things related

When we teach our undergraduate level marketing class, we are always forced to explain to students that advertising and marketing is not the same thing. By the end of the course, our students understand that advertising is only a subset of the larger marketing discipline, and that in many instances, advertising is the least effective tool in the marketing mix. And it seems that the advertising industry is being to acknowledge this fact as well. In a survey just released by the Association of National Advertisers, only 30% of respondents believed that “general advertising adds the most value to marketing programs.” This is down from 51% in a similar ANA survey from 2003. The survey polled 85 major advertisers, and was released at the ANA conference in New York. In other findings, 67% of participants developed integrated marketing communication programs, but only 33% were satisfied with the results. Marketing Blurb recommends that advertisers take a deep breath, eat a Hebrew National Beef Dog, and then get on with their lives. We heard this uplifting news from AdWeek.