By leveraging the unique strengths of paid media, earned media, and owned media, marketers can create a synergistic approach that maximizes reach, engagement, and conversions, ultimately contributing to the success and growth of their brand. Paid Media refers to the promotion of content through paid channels such as display ads, search engine marketing, and sponsored posts. It is a valuable tool for reaching a broader audience, generating brand awareness, and driving targeted traffic. Owned Media encompasses the channels that a company controls, such as websites, blogs, and social media profiles, offering a platform for creating and distributing content that engages, educates, and nurtures potential customers. Earned Media, on the other hand, refers to the publicity gained through word-of-mouth, social shares, reviews, and media coverage, serving as a testament to the brand’s credibility and trustworthiness.
• Full Lesson Plan – Perfect for a Sub Day
• Active Learning Card Sort
• Group Work
• 30 Real-world Examples
• Explain the differences between paid, owned, and earned media
• Identify examples of paid, owned, and earned media in real-world marketing campaigns.
Utah CTE Alignment – Marketing 1 (May 2022)
Strand 2 Promotion
• Students will be able to explain the concept of promotion.
• Understand promotional channels used to communicate with the target market.
• Give examples of advertising media (Paid Media): the means that marketers choose to use to communicate with their target audiences including:
• Print media: billboards, wrapped vehicles, LED tools, newspaper, magazine, direct mailers any medium that is physically printed out.
• Digital Media: pay per click, e-mail, in apps, social media, texting, and push notifications
• Broadcast and streaming: TV, radio, YouTube, Spotify, Netflix, Amazon, Hulu
• Identify public-relations activities (Earned Media) including a press release: is a written communication that reports specific but brief information about an event, circumstance, product launch, or other happening and
• Identify publicity activities (Owned Media): is any promotional communication regarding a company or its products where the message is not paid for by the organization often benefiting from it.