What "is" advertising?

From: Linda Caroll <linda_at_lindacaroll.com>
Date: Fri 20 Apr 2001 11:45:40 -0500

ROB FRANKEL <rob_at_robfrankel.com> WROTE:

> 1. Anything that increased the client's brand awareness
> was considered advertising. That included signage, logo
> displays, trade show booths, matchbook covers, promotional
> mentions.

> 2. There is no advertising or brand strategy for Coke.....
> As I may have mentioned here before, Coke is a very successful
> brand, but it is not a good brand, commanding the loyalty
> and evangelism of its users. Coke's marketing strategy
> has always been one of high awareness and sales tactics
> that would make stormtroopers blush.


TO WHICH GERI STUNZ <Geri_at_StunzKonstantin.com> WROTE:

>...you can't be serious. I may pass
>you comments on to the marketing heads of Coca-Cola,
>who will be sure to have a good laugh ...
>
>Secondly, my "um....opinion" is that your definition of
>advertising is a non definition.


Call me a glutton for punishment, but I couldn't resist.

Firstly, "anything that increases the client's brand
awareness" is NOT advertising. Last time I looked,
the dictionary defined advertising as "anything that
increases public awarenes as by paid advertisement".

Anything "unpaid" falls into the category of publicity
or promotion or both. My vote goes for Geri on point
number one.

Yes, perhaps coke has a marketing strategy that would
make a storm trooper blush. But then, if one is going
to advertise - which by definition means it's costing
you money to do it - why use lame advertising?
Go for the gusto.

As for whether or not the brand Coke commands
"the loyalty and evangelism of its users" perhaps it
would be an idea to look at the following two sites
as a small example? You'll find thousands of people
spending time and energy to create webpages
promoting Coke and why it's better than pepsi.

Linda Caroll



Received on Fri Apr 20 2001 - 11:45:40 CDT