In the old days, public relations and advertising
were the biggest parts of a marketing budget. Back
then, these two promotional techniques (buying
your way in with advertising or begging your
way in through media gatekeepers) were pretty
much the only way to reach customers, so PR and
advertising became synonymous with marketing.
But PR and advertising are promotion techniques.
They are two ways—and fairly ineffective ones at
that—to communicate the message to the market