Marketing is the study and management of exchange relationships. Marketing is the business process of creating relationships with and satisfying customers. With its focus on the customer, marketing is one of the primary components of business management. Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service, or idea. Sponsors of advertising are typically businesses wishing to promote their products or services. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message. It differs from personal selling in that the message is non-personal, i.e., not directed to a particular individual. Advertising is communicated through various mass media, including traditional media such as newspapers, magazines, television, radio, outdoor advertising, or direct mail; and new media such as search results, blogs, social media, websites, or text messages. The actual presentation of the message in a medium is referred to as an advertisement, or "ad" or advert for short.