A lot of people mix up marketing with advertising or vice versa. Actually both components are very different.
Advertising is the paid, open, non-personal message of a persuasive message by an known sponsor to its existing and possible customers.
Marketing is the systematic planning, realization and management of a mix of business actions intended to bring together customers and suppliers for the mutually advantageous barter or transfer of products and services.
So, advertising is just a component of marketing. It includes the process of developing techniques such as placement, frequency and so on.