In integrated marketing, advertising is a paid mass-meddiated attempt to persuade. Should those who are related to advertising include "publicity"
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Yes, publicity is a key component to the marketing strategy.
Advertising is a paid component, but due to the recent advertising using Blogs, it is more closer to "publicity". There are strategy to have paid articles that specifically aim at bringing attention to the public. Though there are difference between the two, as the integrated strategy it will need to be in pair.