Some people shy away from marketing because they confuse it with the high-pressured advertising of consumer products. In a service organization, marketing means trying to shape the many messages the organization sends in the course of providing daily services. These messages tell people whom the program serves, the quality and accessibility of its services, the quality of its staff, the costs and benefits of its services, and its overall mission in the community. Ideally, all these messages will add up to one overriding public message: "This organization offers good services to these specific groups."