Marketing and Advertising
If marketing is a wheel, advertising is one spoke of that wheel.
Marketing involves development of products, market research, distribution of products, sales strategy and public relations. In each phase of a business's journey, marketing is essential, and it can use many platforms, social media and teams within its organization to identify, communicate and amplify its voice to its audience and build brand loyalty over time.
Advertising, on the other hand, is only one part of marketing. The awareness of a product or service in the most holistic goals outlined above is a strategic effort, usually paid for. It's not the only way marketers can sell a product, to put it simply.
Publicity on Instagram and Google took place. Instagram is not a publicity channel in general, but if you use it for branding, you can develop a base of followers that are always prepared for a soft product announcement. Google was definitely used for advertising in this example; the company paid for space on Google — a program known as pay-per-click (PPC) — on which to drive traffic to a specific page focused on its product. An online classic ad.
It publishes a downloadable product guide, publishes a video to Instagram showing its new product, and invests in a series of Google sponsored search results to lead traffic to its new product page.