04:192:365 Lecture Notes - Lecture 3: The Wall Street Journal, Fox News, Earned Media
7 Jul 2020
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Document Summary
Public relations is the earned media channel within a holistic marketing approach & complements the other marketing channels. Advertising: creative production of television commercials, radio spots, print and digital which are then distributed via paid media. Media buying: the purchasing of paid media to feature advertising. Experiential/events: event marketing including sampling, mobile vehicles, experiences around sports, entertainment & lifestyle. Sponsorships: the purchase of a sponsorship of a sports, entertainment, or lifestyle event. Concerts, festivals, olympic games, nfl, x games. Shopper marketing: engaging consumers at the point of purchase. Social: can be earned or paid featuring content across social platforms: facebook, Earned media or editorial coverage is secured primarily through three channels: print, Print media: newspapers, magazines & wire services. Newspapers: usa today, the wall street journal, daily targum. Wire services are companies that supply news to various media on a subscription basis. Cable tv: espn, fox sports 1, cnn, fox news channel. Digital media: web sites, blogs, podcasts, vlogs.
