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Earned Media Vs Paid Media

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Discuss the differences between paid, owned and earned media. Paid media is considered the history of media planning. Paid media occurs when a brand/company pays to leverage a media channel (Chapter 2, pg 10). The leverage helps the company reach a new audience through purchasing ads on social media websites or time on a tv channel that is dedicated to the brand. The second category is owned media. This is when a brand/company owns the channel (Chapter 2, pg.11). Rather than having just an ad on facebook, they would own an entire facebook page that they own and serves the purpose to promote them. The third category is owned media, where the consumers and other companies become a chanel for the brand (Chapter 2, pg.11). This kind of media does not cost anything and happens when others talk about and promote the brand on their own. A company should have a goal to move up to earned media.
2. What is a SWOT analysis? What does SWAT mean? How can a SWOT analysis be used by a media planner?
A SWOT analysis is another name for a situation analysis. The Acronym SWOT stands for “Strengths, Weaknesses, Opportunities, and Threats.” (Chapter 6, pg 32.). A SWOT analysis should reflect a particular goal, such as “gaining more followers on the company’s social media pages”. If used …show more content…

Each of the four P’s interrelate with each other because each component is necessary to move forward. With any type of media or advertising related plan, there needs to be a product in mind. Once a product, whether it is a good or service is created, planners then can come up with the price, place, and promotion. By carefully looking at all four, companies can come up with the best plan of action to launch a product that creates revenue due to a successful promotion. All four of the marketing P’s are important because they set up a foundation for other analytical tools such as a SWOT analysis or communication

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