different media types

What is Earned Media?

EARNED MEDIA This includes “word of mouth” and many public relations efforts, typically focusing on inquisitive niche experts reviewing products or “buzz” around a product. Examples of earned media can be seen with noteworthy actions, causing unforeseen shifts to the market, reaching out to the community, or simply doing something “cool.” WHY IS IT IMPORTANT …

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What is Bought Media?

BOUGHT MEDIA Includes any type of paid advertising or communication materials. It includes traditional campaigns in television, radio, outdoor signage, paid search, and print. It also includes typical celebrity endorsement and community sponsorship agreements. WHY IS IT IMPORTANT Bought media has traditionally been the easiest segment of promotion to deploy with a scalable structure (for …

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What is Owned Media?

OWNED MEDIA This includes physical, creative, historical, and intellectual property that the business owns. In the brand space this includes such assets as the brand name and trademark. In the employee space this includes internal communications and customer relations. It also extends into the core business assets: website, signage, letterhead, business cards, production, packaging, and …

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Different Media Types, creating a guide and map

In presenting this topic with many groups and having many conversations with leading industry peers, I have detailed hundreds of different shifts in how we communicate. We are now in the age of instant information gratification where we search for information within our personal and professional networks, seeking to find the singular source of credible …

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