chapter 14 (final)

the role of digital, social, and moblie media in IBP

earned media, owned media, and paid media

earned media

the incremental exposure that a brand earns through viral engagement and consumer interactions with the brand

earned in a natural way instead

of having to pay for it

owned media

media that the brand or organization owns

it may require some investment but

doesnt always involve payment for media placementspaid

paid media

advertisements that are paid for on social media or other media

digital advertising and online search basics

search, paid search, search engine optimization SEO

search

the stage in cponsumer behavior where customers look for information or products online or offline

paid search

when advertisers pay websites to place ads next to relevant search results based on keywords

search engine optimization SEO

strategies used to enhance a company’s visibility on search engines

synergizing with other IBP tools

advergaming, coupons, contests, public relations, publicity, direct marketing and e-commerce, and mobile marketing

advergaming

advertising and brand placement within video games

mobile marketing

is a big opportunity to reach consumers