MUSI 3338 Lecture Notes - Lecture 34: Jargon, Linkedin
9 May 2018
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The Old Rules of Marketing Marketing
● simply meant advertising (and branding).
● Advertising needed to appeal to the masses.
● Advertising relied on interrupting people to get them to pay attention to a message.
● Advertising was one-way: company to consumer.
● Advertising was exclusively about selling products.
● Advertising was based on campaigns that had a limited life.
● Creativity was deemed the most important component of advertising. It was more
important for the ad agency to win advertising awards than for the client to win new
customers.
● Advertising and PR were separate disciplines run by different people with separate
goals, strategies, and measurement criteria.
● None of this is true anymore. The web has transformed the rules, and you must
transform your marketing to make the most of the web-enabled marketplace of ideas.
The Old Rules of PR
● The only way to get ink and airtime was through the media.
● Companies communicated to journalists via press releases.
● Nobody saw the actual press release except a handful of reporters and editors.
● Companies had to have significant news before they were allowed to write a press
release.
● Jargon was okay because the journalists all understood it.
● You weren't supposed to send a release unless it included quotes from third parties,
such as customers, analysts, and experts.
● The only way buyers would learn about the press release's content was if the media
wrote a story about it.
● The only way to measure the effectiveness of press releases was through clip books,
which noted each time the media deigned to pick up a company's release.
● PR and marketing were separate disciplines run by different people with separate goals,
strategies, and measurement techniques.
● The web has transformed the rules, and you must transform your PR strategies to make
the most of the web-enabled marketplace of ideas.
Public relations is not just about speaking through the media, although the media remain an
important component. Marketing is not just about one-way broadcast advertising, although
advertising can be part of an overall strategy.
The New Rules of Marketing and PR
● Marketing is more than just advertising.
● PR is for more than just a mainstream media audience.
● You are what you publish.
● People want authenticity, not spin.
● People want participation, not propaganda.
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Advertising needed to appeal to the masses. Advertising relied on interrupting people to get them to pay attention to a message. Advertising was based on campaigns that had a limited life. Creativity was deemed the most important component of advertising. It was more important for the ad agency to win advertising awards than for the client to win new customers. Advertising and pr were separate disciplines run by different people with separate goals, strategies, and measurement criteria. The web has transformed the rules, and you must transform your marketing to make the most of the web-enabled marketplace of ideas. The only way to get ink and airtime was through the media. Companies communicated to journalists via press releases. Nobody saw the actual press release except a handful of reporters and editors. Companies had to have significant news before they were allowed to write a press release. Jargon was okay because the journalists all understood it.
