One of the best definitions we’ve come across for “advertising” is “salesmanship in print”. In today’s digital world, we can extrapolate this to other media, taking into account that “salesmanship” is crucial to the definition.

All advertising should contain the elements of salesmanship. An appeal to the reader or viewer’s buying motives are some of the requirements of a good advertisement. And, quite important to this equation is a headline that calls the readers attention. A layout that leads the reader to the advertiser’s contact details.

And, of course a call to action. (How many times you encountered a salesperson who goes through a spiel and forgets to ask for the order?)

This formula and its elements easily translate to other media, including web pages, internet ads, blogs and so on.

PR, or publicity, is the most cost effective marketing communication method there is. The beauty of PR is that an article in the surrounds of editorial, be it in a magazine or web portal, makes these extremely believable.

At JG Marketing, we take the attitude of making the PR message work with the ad message. And, we try to leverage one off the other.

For instance, when we run ads for a client, we take every opportunity to place write-ups in the process. Having the lines of communication open with the different media, we are requested from time to time for articles. And, since we take marketing communications as a total approach, not a piecemeal effort, we make sure that we have regular write-ups in the trade press and web portals, as part of any advertising campaign.

With regards “salesmanship” we note that while the article cannot always contain a call to action, it can create curiosity to get the reader or viewer to contact the author for more details.

Again, the end in view is a final sale.

Also, we note that such PR articles in web portals help you with your search engine optimisation, as they usually add backlinks to your website.

Branding is an important marketing function, as it helps distinguish a company’s products (or services) from what it out in the marketplace. This is not just a matter of brand recognition and awareness, but also the he development of customer loyalty for a brand. In this day and age, where many things are just considered as commodities, a product has to have a character that differentiates it from the competition.

And this character should be indistinguishable from the brand. It’s good to remember that there are many “me-toos” out there.

A brand can be a very valuable asset for the owners.

Developing the brand is an exercise that involves both advertising and PR. All part of the marketing communications (marcomms) mix. At JG Marketing, we take a holistic approach to marcomms. We not only put salesmanship into ads, we try leverage paid ads with free publicity.

While the ad helps develop brand awareness, publicity reinforces the brand image.

Also, a brand is a lot of things, starting from a logo that stands out, is memorable and distinguishable from your competition. The brand in the eyes of the customer is bigger than the product. It is a collection of the trust, the the loyalty and connection that the customer has with the brand.

Branding can also be compared to one its earlier references, that of the marking of property, including livestock to distinguish them from others.

Our approach to Advertising/PR/Branding is a total one. We take pride as being your partner in making your marketing communications work-totally and as a whole.

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I was referred to Jack Garcia of JG Marketing, by a colleague in 2007. He started doing work for us shortly after that.