An excellent Ad Age article by Al Reis on the often misunderstood key difference between marketing and advertising, and why GM doesn’t get it.
I think he’s wrong. Advertising at GM is not broken. Marketing is.
Marketing’s job is to coordinate all the various disciplines inside a corporation in order to develop the right product, the right price, the right position, the right distribution strategy and the right brand name.
Advertising’s job is to position that brand name in the minds of consumers.
Good marketing makes advertising relatively easy. Bad marketing makes advertising difficult, if not impossible.
(Thanks Dave)… more