Ask Dr. Job’s chief contributor, Sandra Pesmen, is a member of the Chicago Journalism Hall of Fame and author of “DR. JOB’s Complete Career Guide.”

Winner of several journalism awards, Pesmen is a graduate of the University of Illinois Media College at Urbana, and is listed in several Who’s Who editions. She also has been Corporate Features Editor of Crain Communications Inc., founding Features Editor of Crain’s Chicago Business and a reporter/features writer for The Chicago Daily News.

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Explaining 'Marketing'

Q.I've been asked to help market a service organization in my community so I met with the marketing director who doesn't have a clue about how to do it. To be honest, I'm confused too. What basically are we supposed to be doing? A lot of people call themselves marketers and I don't' know if they're advertising, selling or what? Can you clear it up?

Ans. There are three sections under the Marketing "Umbrella". They are paid promotion, unpaid promotion and sales. Important paid promotions are the ads, flyers, direct mail, and other devices that  carry positive messages about your organization called ads, that you design, and pay the media to print or announce to the community. They carry the message Y OU want to spread about your organization, and people who receive them understand that. Unpaid promotions, or public relations, are positive information you send to the media, in  hopes they will want to write or broadcast news stories about it.  Since your organization doesn't pay for this information, those stories often carry even more credibility than paid promotions.  After you flood your community with both public relations and advertising,, you can hit the street and begin to sell your product. In this case, it seems to be services of your group.

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