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Wednesday, October 19, 2005

Marketing Myth Number 1: Marketing is Just Another Word for Advertising

This is perhaps the most common marketing myth and must be debunked right away if you have any hope of accomplishing your business goals.

A belief in this myth necessitates a view of marketing as a tactical function rather than the series of cross-functional processes, approaches and activities that it really is. Yes, advertising (marketing communications) is an essential component of your overall marketing plan, but it is not THE plan – and ideally should account for only 1-2% of your entire marketing efforts. If you devote all of your attention and efforts on advertising activities (e.g. ad copy, sales channels, websites, media, etc.) you’re putting the cart before the horse and are missing critical issues that may be having a negative impact on your business.

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