… customer needs and determining how best to meet those needs. Advertising: The practice of promoting a company and its products or services through paid channels; therefore, advertising is a component of marketing. Social media marketing (SMM): The use of social media and social networks to market a company's products and services. Brand: A brand is a name, term, design, symbol or any other feature that identifies one seller's good … research, and advertising are the arts and science of understanding what products and services people want or need, then convincing them to purchase those products or services from your organization. Marketing and advertising professionals work …