Organizations
Organizations actively work to build a strong, favorable, and unique image in the minds of their target publics. Companies spend money on corporate identity ads. Philips, the Dutch electronics company, puts out ads with the tag line "Let's Make Things Better." In the United Kingdom, Tesco's "Every Little Bit Helps" marketing program has vaulted it to the top of the supermarket chains in that country. Universities, museums, performing arts organizations, and non-profits all use marketing to boost their public images and to compete for audiences and funds.

Information
Information can be produced and marketed as a product. This is essentially what schools and universities produce and distribute at a price to parents, students, and communities. Encyclopedias and most nonfiction books market information.
Magazines such as Road and Track and Byte supply information about the car and computer worlds, respectively. The production, packaging, and distribution of information is one of our society's major industries.7 Even companies that sell physical products attempt to add value through the use of information. For example, the CEO of Siemens Medical Systems Tom Mc Causl and, says," [our product] is not necessarily an X-ray or an MRI, but information. Our business is really health-care information technology, and our end product is really an electronic patient record: information on lab tests, pathology, and drugs as well as voice dictation."

Ideas
Every market offering includes a basic idea. Charles Revson of Revlon observed: "In the factory, we make cosmetics; in the store we sell hope." Products and services are platforms for delivering some idea or benefit. Social marketers are busy promoting such ideas as "Friends Don't Let Friends Drive Drunk" and 'Mind Is a Terrible Thing to Waste."