The Circus Analogy

Dr. Hakeem Ali-Bocas Alexander PhD presents a powerful narrative to explain the six essential components of marketing:

“If a circus was coming to town…”

The Six Components of Marketing

1. Advertising 📋

Definition: Stationary marketing that people go to
Examples:
- Posters and fliers pinned up in cafes
- Billboards along roads
- Television and radio ads
- Online ads on streaming services
- Bench advertising
Key characteristic: People come to it; it’s stationary

2. Promotion 🐘

Definition: Mobile marketing that comes to people
Examples:
- Poster on an elephant marching through town
- Car magnets and window graphics
- Branded apparel (t-shirts, polo shirts)
- Skywriting and blimps
- Push notifications on phones
Key characteristic: It’s pushed toward people; it’s mobile

3. Publicity 📰

Definition: Free, earned media coverage
Examples:
- News story about the elephant trampling the mayor’s garden
- Media outlets picking up compelling stories
- Radio, print, television, and online coverage
Key characteristic: Taken out of your hands; distributed by media; free advertising

4. Public Relations 🤝

Definition: Building positive relationships with the public
Examples:
- Getting the mayor to have a good laugh about the incident
- Fostering good cheer and positive attitudes
- People sharing stories and reaching out
- Opening communication channels
Key characteristic: The relationship aspect; inspired positive engagement

5. Sales 💰

Definition: Answering questions and facilitating purchases
Examples:
- Booth to answer questions and sell tickets
- Giving people information to make informed decisions
- Smooth purchasing process
- Souvenirs and merchandise sales
Key characteristic: In-person or direct interaction; transaction completion

6. Branding 🏷️

Definition: Consistent recognition across all touchpoints
Examples:
- Consistent imagery, colors, and patterns
- Recognizable logos (e.g., HA logo)
- Taglines (e.g., “The only war to wage is within”)
- Jingles and slogans
Key characteristic: One symbol that opens up all associations; consistency across everything
Origin: From ranchers branding cattle with hot irons

The Umbrella Concept 🌂

“All of that falls under the umbrella of marketing.”

Marketing = Advertising + Promotion + Publicity + Public Relations + Sales + Branding

Digital Age Parallels

Traditional	Digital Equivalent
Posters/Billboards	Online ads, streaming ads
Elephant/Vehicle promotion	Push notifications, mobile ads
News coverage	Social media shares, viral content
Mayor’s laughter	Positive engagement, reviews
Ticket booth	E-commerce, checkout process
Consistent visuals	Logo, website design, app icons

Key Insights from Dr. Alexander

On Sales vs. Marketing:

“People often say ‘sales and marketing’… Well, sales is part of marketing.”

On Branding:

“It’s like an app on your device. You look at the icon, you click on it, and it opens a whole new world. That’s what branding is—that one symbol that opens up all the associations you have with that brand.”

On Publicity:

“When something’s not paid for, people tend to trust it a little bit more.”

On the Connection Between Components:

Advertising and Promotion are the paid components
Publicity is the earned component (amplification of paid work)
Public Relations builds on publicity with relationship-building
Sales converts interested people into customers
Branding ties everything together with consistency

Practical Application

Dr. Alexander runs Monarch City Buzz (part of My City Buzz), a full-service marketing agency covering all six components:

Territory: Norfolk (ODU corridor), greater Hampton Roads area
Services: Online and local marketing
Contact: 757-763-9621
Website: MyCityBuzz.com
Supporters Club: $30/month retainer for ongoing marketing messages

Takeaway

“Now you have the option of understanding more clearly the difference between the different components of marketing… and you want to cover all of those.”

Marketing is not just one thing—it’s a comprehensive system of six interconnected components that work together to build awareness, engagement, relationships, and sales while maintaining consistent brand recognition.