Defining Marketing and the Marketing Process

Part 1: Defining Marketing and the Marketing Process (Chapters 1–2) Part 2: Understanding the Marketplace and Consumers (Chapters 3–6) Part 3: Designing a Customer-Driven Strategy and Mix (Chapters 7–17) Part 4: Extending Marketing (Chapters 18–20) Advertising and Public Relations 15 tion mix tools, advertising and PR must be blended into the overall in- Now that we’ve looked at overall Chapter Preview tegrated marketing communications program. In Chapters 16 and 17, integrated marketing communi- we will discuss the remaining promotion mix tools: personal selling, cations planning, we dig more deeply into the specific marketing com- sales promotion, and direct marketing. munications tools. In this chapter, we explore advertising and public Let’s start with the question: Does advertising really make a differ- relations. Advertising involves communicating the company’s or ence? Microsoft and Apple certainly must think so. Each spends more brand’s value proposition by using paid media to inform, persuade, and than a half billion dollars a year on it. Here, we examine the long-running remind consumers. PR involves building good relations with various advertising battle between the two computer industry giants. As you company publics—from consumers and the general public to the me- read, think about the impact of advertising on each brand’s fortunes. dia, investor, donor, and government publics. As with all the promo- Microsoft vs. Apple: Does Advertising Really Make a Difference? n 2006, Apple launched its now-famous “Get a Mac” ad tising agency Crispin Porter ! Bogusky, which is known for its campaign, featuring two characters—“Mac” and “PC”— award-winning but cheeky and irreverent campaigns for clients sparring over the advantages of the Apple Mac versus a Mi- such as Burger King and Coke Zero. Microsoft and Crispin made Icrosoft Windows-based PC. The ads portrayed Mac as a for an odd mix of corporate personalities.