📓 The Creativ Brief: Marketing Vs. Advertising Fundamentals
AI National Security. DirecTV fights Disney. NY Times guide strikes. Streaming ad dollars. Lit Reels!
Subject matter expertise often obscures the expert’s own perception of what others know and don’t know.Â
As marketing technically increased, many professionals fail to grasp core concepts essential to business success. In an effort to combat marketing ignorance, we’re creating a series of fundamentals lessons that overview marketing, the practice of manufacturing demand for products and services.
Forward, share, and encourage your colleagues to SUBSCRIBE to not miss a lesson.
Firstly, let’s settle the difference between marketing and advertising.Â
Many professionals conflate the two. In reality advertising is a subset of marketing. Your marketing mix comprises the four Ps: product, price, place and promotion.Â
Product: encompasses development, brand, packaging, quality, and production.Â
Price: determining both the cost of goods sold and the cost to the customer
Place: how you distribute a Product whether retail, ecommerce, wholesale, or direct to consumer. Â
Promotion: how you advertise your product to consumers.Â
Ergo we can arrive at a simpler definition: Marketing represents all the internal activities relevant to a product or service while advertising ecompasses all your external communications to your customers.Â
Typically, a company will handle the marketing of their product while subcontracting advertising agencies to develop a promotional campaign.
Ideally, your advertising promotion informs marketing by adjusting the quality, brand, production and price depending on consumer feedback.Â
Marketing internal; advertising external. Taken together, your total marketing mix encompasses how your product enters the market.Â
3 Stories Dominating Media and Tech Headlines
The U.S. Commerce Department is proposing new regulations for advanced AI developers and cloud computing providers to enhance the safety and resilience of their technologies. The proposal would mandate detailed reporting on AI development activities, cybersecurity measures, and outcomes of red-teaming efforts, particularly to prevent misuse of AI for cyberattacks or development of dangerous weapons by non-experts.
Why it matters: As AI becomes powerfully integrated into various industries, safeguarding its applications from malicious use is essential for national security. The regulations could set a precedent for how companies can sell, utilize, and distribute AI systems across the globe.Â
DirecTV customers missed the NFL’s opening "Monday Night Football" game due to an ongoing carriage dispute with Disney over fees and bundling. The disagreement has left Disney’s networks, including ESPN and ABC, unavailable to DirecTV subscribers, with Disney defending its pricing and DirecTV pushing for more flexible, genre-specific bundles.
Why it matters: This underscores a growing tension between pay-TV providers and rights holders as live sports remain crucial for traditional TV. Rising costs and streaming alternatives are driving significant customer losses in the pay-TV industry, giving media rights holders more bargaining power.Â
The New York Times Tech Guild, representing over 600 staffers, has authorized a strike after more than two years of failed contract negotiations with The Times' management. The union, which formed in 2022, has seen overwhelming support for the vote, though it remains unclear when the strike will occur.
Why it matters: This development sets the stage for broader labor actions within the tech industry, as the union seeks to establish important precedents for wages, remote work, and workplace protections.
Creativ Spotlight - NHRL x Transformers ONE Collab
Get ready for an epic partnership between #TransformersOne and the National Havoc Robot League’s Round 6 event in Norwalk, CT this Saturday, September 14th. 🤖🔥
Event goers will have the opportunity to take photos in front of an exclusive step-and-repeat, grab FREE promo items like T-Shirts, Magnets, School Kits, Sunglasses, Mini Posters, and enter a raffle for a grand prize!
Checkout the announcement HERE!
Stat of the Week - Streaming TV Draws Ad Dollars
Netflix experienced a 16.8% rise in digital ad revenue in Q2 2024, marking its fourth consecutive quarter of growth, according to the company's earnings.
In contrast, YouTube and Roku saw their digital ad revenue growth peak in Q1 2024, while Disney's streaming revenue growth reached its highest point in Q3 2023.
Streaming platforms across the board have seen double digit revenue growth for their ad inventory as traditional pay TV continues to decline.Â
One Fun Thing - How to appeal to Gen Z
Appealing to Gen Z is quite a daunting task. Make sure you post some lit reels with some dope influencers and you’ll be good.