Ch. 15- Marketing Communications

 Media is one of the most effective Advertisement used in marketing a product or service. There are three types of media mentioned in this chapter. Paid media, Earned Media, and owned media. Paid Media is a promotional tactic based on traditional advertising model whereby a brand pays for media space. Earned Media is a promotional tactic based on a public relations or publicity model that gets customers talking about products or services. Owned Media a promotional tactic based on brands becoming publishers of their own content in order to maximize the brands value to customers. Coca-cola uses a mix of all three. Cola-cola use paid media when posting banners all around the country or sponsored ads in movie theatre's or even in movies. Coca-cola uses owned media when posting on their social media websites such as twitter, Facebook, or their original coca-cola sites. this is used to create publicity for the product and to get people to talk about it. Social media can also be a part of earned media.