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Advertising, Marketing: What's the Diff?
› › › What’s The Buzz?
By Rebecca Lieb | February 23, 2007
While we were chatting this week, the Interactive Advertising Bureau's (IAB's) new president and CEO Randall Rothenberg made an statement that underscored something I've been pondering of late.
"We're about 100 percent of the marketing spend," he said of the IAB's scope and mission.
"But you're the Interactive Advertising Bureau," I countered. "Advertising is generally considered to be a subset of marketing. So are you guys going to change your name?"
"We're just changing the definition," Rothenberg replied. The body's mission, he says, is to help marketing companies grow their businesses. "Do you limit yourself to the traditional notion of advertising, or do you think bigger than that?"
Bigger, or Just Different?
Are marketers thinking bigger or just (to paraphrase a marketing tagline) different in interactive digital environments? [Read the rest of the article here]