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An advertising campaign or marketing campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and concepts into one large media base.
Facebook is the most popular social advertising platform, but an increasing number of young people use Snapchat. Pew Research Center data show that 78% of young Americans (18–24 years old) use Snapchat, and 54% in the 25–29-year-old group. [ 7 ]
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Earned media (or free media) is content relating to a person or organization, which is published by a third party without any form of payment to the publisher. [ 1 ] [ 2 ] It includes articles by media outlets , interviews with the person or representatives of the organization, or bylined editorials in trade press and other publications.
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