How do you say PUBLICIDAD in English?

PUBLICITY or ADVERTSING both mean the same but there is a connotation about the use of PUBLICITY. 
When we get unitended attraction for something we did then we are getting PUBLICITY. When we get public exposure or gain the attention of the media it is for free and if it is positive then it is definitely a good thing to happen. Stars and politicians usually get bed publicity.
When we want to sell one of our products then we begin a marketing campaign for this to happen and part of that campaign involves ADVERTISING our product and that requires the use of the media or a form of the media. That of course implies we have to pay for that. For what in Spanish we understand as PUBLICIDAD,  the one that gets closer in meaning is definitely ADVERTISING whereas PUBLICITY is mas bien NOTORIEDAD.

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