That definition is very—let’s say—unique. In my 7+ years of marketing I have never met anyone or read anything that put advertising outside of marketing. It’s even in the academic “4P” definition of marketing (“Promotion”).
The funny thing is that in most consumer faced products advertising is generally outsourced to a media agency that does all the work: both creative and media buying (say TV ads, press).
Obviously for software and B2B it is a bit different, because budgets are often smaller and there is more pressure for A/B testing if there is any Return on Investment.
For me "promotion" is more like "price strategy", but they put the word into the 4P since it fits nice.
Using a billboard or a TV advert is not marketing.
Of course, marketing needs to be advertized. Else you'd just be sitting around a confernce table all day. Sooner of later the (marketing) message will need to be...advertised.
And yes, the medium can be the message. But a magazine advertisement is not a brand style guide. Tradeshow swag is not a tag line.
It not a question of placement - inside or out - it's simple proven definitions.
Your tone is unnecessary and off-target. The above quote from line one is exactly what I said.
You don't just wake up, roll out of bed, and advertise. Well, you can but waste a ton of money. In any case, that message needs to be crafted. That's marketing. Advertising is how you disseminate that "plan."
Logo - marketing, not advertising.
Style guide - marketing, not advertising.
Positioning of the brand - marketing, not advertising.
And so on.
Marketing is the plan. How you wish take and place your brand / product to market. Advertising is the communication of that to thd market. Advertising is what happens when the meeting ends and its time to engage the market.
Marketing = what we have to say and who we wish to say it to.
Advertising = Got it. Let's see what tools we have to best make that happen.
I never said otherwise. What I did was distinguish it's definition. That is, just because you are spending momey on advertising does not mean your are properly marketing. That is, one P does not a Four P's "cycle" make. Full stop.
Futhermore, of course marketers will say they control everything (i.e., including advertising). Now let's go ask an advertising agency if they agree. Let's go ask a promotions agency if they agree.
I'm speaking about the process and activities; devoid of typical biz structures and models that manifest those. It's a fool's errand to discuss the latter without first understanding the the basics, the foundation. The fact this thread is off target proves that point precisely.
They're reading what they want to read and have failed to substantiate their position otherwise. One link to Wikipedia? Which only confirmed that was said.
It's simple. It's called Advertising for a reason. The outputs are called Advertisements for a reason. Whether that's within Marketing's "power grab" or not is not really relevant.
