Describe the three categories of media investments.
What will be an ideal response?
Today, integrated marketing communications experts broadly categorize their media investments across three categories:
Paid media-publicity gained through advertising, such as buying a 30-second Super Bowl commercial, taking out a billboard along a busy stretch of road, or sponsoring a local golf tournament.
Owned media-publicity gained via a brand-controlled source, such as a website, blog, or Facebook page.
Earned media-publicity gained through editorial influence or by grassroots actions, such as product reviews on Consumer Reports, online reviews via an online social source such as Yelp, unsolicited brand conversations on Twitter, or a viral YouTube video featuring a company's product or service.
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The Amish décor and shop workers give customers an authentic impression of the pride and skill built into the shop's products. These aspects also contribute to the store's ________
A) price policy B) retail margin C) atmospherics D) segmentation E) targeting
The rights and benefits accruing to the company belong to the company, not to its owners
Indicate whether the statement is true or false
Prewritten or developed software or hardware products that already exist for purchase are called ______.
a. commercial off-the-shelf (COTS) software b. application software c. integration software d. RFP software
It is usually more costly to set up a corporation than a partnership
Indicate whether the statement is true or false