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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.
There are various platforms by which communication is transmitted, [23] and these can be categorized as paid, owned, earned, or shared, formally named as the integrated communication triangle by Grönroos and Lindberg-Repo. [34] The model acknowledges that communication must be credible and trustworthy to be effective.
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] If a company is criticized online, and the controversy is described in a news article, that could be both "shared" and "earned" media. [2]
Within days, GM pledged to devote 4% of its U.S. ad spend on Black-owned media companies by 2022, and spend 8% by 2025. The company is also hosting an “upfront” for minority-owned media on May 14.
Advertising includes the use of paid, earned, or owned media. Paid media is directly through advertising and various business sponsorship campaigns. Earned media occurs through word of mouth and online social media posts or trends. Owned media includes brand websites and other owned content by the business producing the product. [4]
YouTube's monetization system (logo pictured) is one of the most prominent sources of advertising revenue online. Advertising revenue is the monetary income that individuals and businesses earn from displaying paid advertisements on their websites, social media channels, or other platforms surrounding their internet-based content.
These are companies totally or significantly owned (directly or indirectly) by their employees. [1] Employee ownership takes different forms and one form may predominate in a particular country. For example, in the U.S. over 5,700 of the roughly 6,400 employee-owned companies have an Employee Stock Ownership Plan (ESOP). [2]
Social media marketing can be divided into paid media, earned media, and owned media. [88] Using paid social media firms run advertising on a social media platform. Earned social media appears when firms do something that impresses stakeholders and they spontaneously post content about it. Owned social media is the platform markets itself by ...