Awareness and Response. Unless you ask the customer what he or she wants, respond to those requests, and collect and use statistics about your successes and failures, it is not marketing. Public Relations happens when you keep your identity and contact information consistently in front of customers, so that they remember to use you. Public relations is not necessarily free, does not necessarily initiate transactions, and is not guaranteed to change the behavior of the customer. But it is necessary as a foundation for success.
Advocacy fails when it is public relations without marketing.
Advertising happens when you give customers an urgent reason to use your library. Advertising has elements of new, surprise, interactive, collaborative, participatory, provocative, now, highest status, highest quality-and the measure of success is based only on the customer's behavior change. If no one shows up almost immediately to use the library, the advertising is not successful. Complete the Transaction. Sales happens in a library when customers and decision-makers are actually using the library, voting for the library, contributing to the library, speaking up on behalf of the library, and volunteering on behalf of the library.