Marketing is the substance, the noisy part, of communication. It is about getting noticed, fast and effectively, by a very large, but not necessarily undifferentiated target group.

In addition to print and digital media, marketing also has some entirely different ways of reaching the customer, such as outdoor advertising, point-of-sale offers, or promotions. Good marketing naturally follows the same basic principles of communication as PR: the strategic idea is the core and its central messages are communicated the specific instruments.