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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. [1] [2]
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.
Digital marketing is the use of Internet tools and technologies such as search engines, Web 2.0 social bookmarking, new media relations, blogging, and social media marketing. Interactive PR allows companies and organizations to disseminate information without relying solely on mainstream publications and to communicate directly with the public ...
For example, for the ad copy in the above graph, advertising saturation is achieved above 110 GRPs per week. Adstock can be transformed to an appropriate nonlinear form like the logistic or negative exponential distribution , depending upon the type of diminishing returns or ‘saturation’ effect the response function is believed to follow.
Guerrilla marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or service. [1] It is a type of publicity. [2] The term was popularized by Jay Conrad Levinson's 1984 book Guerrilla Marketing.
Theories of media exposure study the amount and type of Media content an individual is exposed to, directly or indirectly. The scope includes television shows, movies, social media, news articles, advertisements, etc. [ 1 ] Media exposure affects both individuals and society as a whole.
The second is retail touchpoints which include retail advertising such as promotions and a range of in-store communications which are also directly controlled by the company. The third is the range of third-party touchpoints which includes word of mouth, peer observation and traditional earned media. Some third-party touchpoints can be ...
Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. [1] It is often used in order to achieve the following business goals: attract attention and generate leads, expand their customer base, generate or increase online sales, increase brand awareness or credibility ...