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The selling of the goods or services covers all practices. Publicity is one of the marketing elements, but several others exist. Public relations, conferences, social media, direct mail and email and advertising can include the word "marketing." All exchange but deliver the same messages in different ways.

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A good marketing program, also called a marketing strategy or marketing plan, uses most of the components, including advertising. All are ways of reaching your target audience – those people who are likely to buy your product – and the more components you use the better. Using a variety of marketing methods, rather than focusing on just advertising or another marketing component, increases the chances that your target market will see it, remember it and take action to purchase it.