The terms advertising and marketing can often be mistaken for one another, but advertising falls within the scope of marketing. ﻿Small business marketing encompasses the overall strategy of promoting a product or service, including product development, branding, content marketing, and advertising. It involves understanding your target audience’s needs, creating a product that’s tailored to them, and promoting it effectively. Marketing often consists of the five Ps:Product: The products or services your business offers to meet the needs of your target customers Price: The amount of money you are charging for the products or services you offerPromotion: The ways you plan to communicate and promote your products to your target customers—like advertisingPlace: The location where your target customers go to purchase your product and the different distribution channels you can utilize to reach themPeople: The individuals involved in the production, promotion, and distribution of your product or services—like a customer service team, salespeople, and other employeesIn short, advertising is just a part of the overall marketing strategy.