Reaching out to the target audience is a combined output of advertising, packaging, direct sales, public relations, internet/digital marketing, social media marketing, marketing materials, sales promotions, and PR activities.  Your job as a marketing manager is to determine the ideal combination of methods to help you achieve your objectives. Additionally, some channels bring significant benefits to one organization while making little sense for another business plan. Based on their business model, you may consider which marketing activities can work for them and provide a solid case during your interview.