by Jeff Bartlett


Marketing is often misunderstood! Many people believe it is only about advertising and promotion, but this is just a small part of the marketing process, as the tongue-in-cheek quote below illustrates.

If the circus is coming to town and you paint a sign saying ‘Circus coming to the Fairground Saturday,’ that’s advertising.

If you put the sign on the back of an elephant and walk it into town, that’s promotion.

If the elephant walks through the mayor’s flower bed, that’s publicity.

And if you get the mayor to laugh about it, that’s public relations.

If the town’s citizens go to the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and, ultimately, they spend a lot at the circus, that’s sales.


Marketing embraces all of the activities described in the story, to which you might add, finding out beforehand exactly which acts the crowd would most want to see and then evolving and delivering them.


Copyright © Jeff Bartlett