what is marketing, advertising???

In March 2006, one of my students at UTM asked in class "Sir, what's the difference between marketing and advertising"
I went on at length in a big discussion about how marketing is the 4P's,,
    o Product
    o Price
    o Promotion
    o Place
+ "who" ya going to sell to - which is, in a more fancy way, termed the "target market segment"
"P"romotion, and Promotion is further divided into
    o Mass Selling
    o Personal Selling
    o Sales Promotion
with Mass Selling being even further divided into
          o Advertising - which you pay for
          o Publicity - which is free

So, as you can see, Marketing DOES NOT = Advertising
Advertising is actually a sub-set of Promotion, which is one part of Marketing

Later, the next day after the lecture in March, one of my female students at UTM sent me an email that was almost word4word the same as an old joke that had been going around in 2002. So after some consideration (pro and con), I decided to repeat part of it here cause, even though some say part of it is sexist (depending on your persepctive), it is actually is an excellent way to explain all the different parts of marketing.

Some very "politically correct" people didn't like the joke and said that it was sexist in the context of an academic environment. Fair enough, and I respect that in an academic environment of a North American academic institution one is held to pretty high standards of politically correct behaviour.

So, what I then did was just ask the opinion of the students in the class. I explained I have this (in the opinion of a signifcant majority) kewl way of explaining something about marketing but it uses some very "adult" language and has comments about male - female relationships which may be stereotypical or offensive - they responded saying "use it, it really works with those examples, we can really understand the terms", so, I decided to keep it in.... but only refer to it as an "aside" and not make it required reading. Besides, the description of these points about marketing came from a student and the later additions also came from students so I consider this a peer-to-peer teachable unit.

When mentioning these marketing definitions below I always make sure to tell the students this is just the opinion of me and some of my former students and does not represent Seneca nor UofT. And it does not represent how i think about male and female relationships, it is just a joking way of explaining something - and as any Ad agency will tell you, jokes with a sexual angle are highly effective sometimes in getting attention to the message.

"During our discussion today (2006) in class regarding marketing and advertising, I remembered getting this definition in
another marketing course and thought it might be a fun thing to put up on witiger.com

For all the ladies who have asked, "What is marketing?", the following analogies will help clear it up...

You see a handsome guy at a party. You go up to him and say, "I'm fantastic in bed."
- That's Direct Marketing.

You see a handsome guy at a party. You go up to him and say, "Clint Eastwood said I'm fantastic"
- That's Celebrity Marketing.
You're at a party with a bunch of friends and see a handsome guy. One of your friends goes up to him and pointing at you says, "She's fantastic."
- That's Advertising.
You're at a party with a bunch of friends and see a handsome guy. One of your friends goes up to him and pointing at you says, "She's more fantastic than the brunette by the window."
- That's Comparative Advertising.
You're at a party with a bunch of friends and see a handsome guy. One of your friends goes up to him and pointing at you says, "Every guy at the McDonald's on Finch Avenue says She's fantastic"
- That's Institutional Advertising, and...... Corporate Endorsement.

You see a handsome guy at a party. You go up to him and get his telephone number. The next day you call and say, "Hi, I'm fantastic in bed."
- That's Telemarketing.

You're at a party and see a handsome guy. You get up and straighten your clothing. You walk up to him and pour him a drink. You say, "May I," and reach up to straighten his tie brushing your chest lightly against his arm, and then say, "By the way, I'm fantastic"
- That's Public Relations

You're at a party and see a handsome guy. He walks up to you and says, "I hear you're fantastic"
- That's Brand Recognition.

You're at a party and see several handsome guys with whom you have never done stuff with before. You walk up to them and say "I'm fantastic", and they party with you.
- That's Market Penetration (market penetration means you increase revenue by selling more product to more customers)

You're at a party and see a handsome guy who you did things with before. You walk up to him and say "I'd like to do things with you again in a different way"
- That's Market Development (market development means you increase revenue by getting your existing customers to buy more of the product for more frequent consumption)

You're at a party and see several handsome guys with whom you have never did things with before. You say "I'm fantastic because i now offer....." and you list some "activities" above and beyond what you used to do with other guys who were existing friends.
- That's Product Development.

You're at a party and see several handsome guys with whom you have never done things with before. You look at the girls with the guys. You walk up to the girls and say "I'm fantastic"
- That's Product Diversification.

You're at a party and see a handsome guy. You talk him into going home with your friend.
- That's a Sales Rep.
Your friend can't satisfy him so she calls you.
- That's Tech Support.

You're at a party, you walk around the room asking the men how much money they have in their wallets, if they have a car, and if they have a job, then you decide which ones to give your phone number to
- That's Target Market Segmentation

You're at a party, you tell one guy "I'm fantastic ..", he turns to the next guys and says "She's fantastic ..", this second guy turns to a third guy and says "She's fantastic .."
- That's Viral Marketing

You're on your way to a party when you realize that there could be handsome men in all these houses you're passing. So you climb onto the roof
of one situated toward the center and shout at the top of your lungs, "I'm fantastic.."
- That's Spam.

You're at a party, you tell one guy "I'm fantastic ", her ignores you because there are several other women at the party.
- That's Elastic Demand

You're at a party, you tell one guy "I'm fantastic ", he responds right away and offers you dinner and a movie - there are no other women at the party.
- That's Inelastic Demand

You're at a party, you tell one guy "I'm fantastic .. and.... you only have to take me to Burger King afterwards, but that blonde, you'll have to take to the Keg"
- That's Price Differentiation

You're at a party, you tell one guy "I'm fantastic", he's interested and to gives you his number, later in the evening you meet several other guys and the hesitate to give you a number because a whole bunch of new girls have arrived. At the end of the night you give your number to the ugly looking guy collecting empties.
- That's the Product Life Cycle

You see several handsome guys at a party. You go up to them and using covert hugging and flicking off imaginary lint, you manage to slip your telephone number into their wallets. You also take out any other telephone numbers they may have collected and write your telephone number over top of those numbers, in bigger letters.
- That's Search Engine Optimization.

You see several handsome guys at a party. You go up to them and using covert hugging and flicking off imaginary lint, while your girlfriend takes photos of you with these guys, then posts it on your Twitter account, your Facebook page, Instagram etc.
- That's Social Media (added in 2012)

All the Best,

Stefanie

Some of the lines of this joke can still be seen at http://www.lotsofjokes.com/cat_374.htm
Some other lines were made up by Prof. Richardson's students that contributed ideas once this first got posted.

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