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The PESO Model is a strategic framework used in marketing and public relations to categorize media into four types: paid, earned, shared, and owned. The model describes the use of different media channels in organizations' marketing approach, and has been widely adopted in the marketing communications industry.
State media are typically understood as media outlets that are owned, operated, or significantly influenced by the government. [1] They are distinguished from public service media, which are designed to serve the public interest, operate independently of government control, and are financed through a combination of public funding, licensing fees, and sometimes advertising.
Owned media is produced by the company itself on channels it directly controls (e.g., the corporate website, corporate social media accounts). [3] Owned media is self-published. [6] Sometimes, the categories overlap. For example, paying a social media influencer to promote a product or event is both "social" and "paid" media. [2]
Guerrilla marketing is popular for small or medium-sized businesses who have tight budgets. But the same tactics have also been used by large companies trying to differentiate themselves from competitors via social media campaigns. Similar marketing tactics have also been used by individuals seeking employment. [11]
In the space of just a few weeks, a group of Madison Avenue heavyweights — with names like General Motors, Interpublic Group and WPP — has made public guarantees of ad money for some of the ...
Concentration of media ownership, also known as media consolidation or media convergence, is a process wherein fewer individuals or organizations control shares of the mass media. [1] Research in the 1990s and early 2000s suggested then-increasing levels of consolidation, with many media industries already highly concentrated where a few ...
Currently, a handful of corporations control the vast majority of both digital and legacy media. [2] [3] [4] Critics allege that localism, local news and other content at the community level, media spending and coverage of news, and diversity of ownership and views have suffered as a result of these processes of media concentration. [5]
Social media is driving extremism into the mainstream, experts say, with like-minded individuals connecting through online channels like Facebook, X, Truth Social, Reddit and 4chan.