paid,owned,earned

Paid media: they are the ones that are paid for and offer a wide range of options, from an advertisement on a website to commercials on a radio station or a tv channel. It is the most used form by advertisers. Ex: sponsored articles, banner ads, press releases

This is the way consumers are more reluctant to absorb

Owned media: they are crated by the brands themselves, social networks ( facebook,twitter,youtube channels)fall into this category, as well as corporate blogs, websites,etc ex: brend website, social media profiles, blog

Brands have total control over them

Earned media: these media are linked to what we traditionally know as publicity,as they include spontaneous reactions by the advertiser´s target markets.

Ex: news mentions,customer reviews,social media interactions

Little control over these channels, which has led, amongst other decisions, to the appearance of the professional profile of community managers.

5m´s

Setting goals(mission)deciding de message(message)deciding the budget (money)deciding the media (media)assessing the campaign(measurement)

Media affinity

The media plan is the answer to the need of reaching a target audience so that it receives the message of the advertiser.

Elaborating the media plan implies optimizing the selection of media and vehicles.the bigger the amount of people in the intersection of both the target audience and the media audience, the better value the medium has for the advertiser.

Media audience / wasted coverage=reached market=unreached market/target audience

Media strategy

It is the proposal recommended by the media agency, prior to the development of the media plan, which will allow us achieving the goals that have been previously set.

stages of media plan: Analysis of the briefing,analysis of competitors,determining the target audience,defining media goals,suggesting the media:the strategy,suggesting the vehicles:the tactics,schedule of insertions,evaluation,follow-up

Type of campaigns

Continuous/ Buzz Maintaining campaigns,They work as a reminder,Annual Share of Voice (sov) goals,Low but constant advertising weight,For highly consumed products

Multi-wave campaigns/Flighting/BurstingPromotion campaigns,Goals: high levels of coverage and frequency,Limited budget,High and focused advertising weight,Appearance = + impact= + sales,Risks: long spans of time without campaigns

Pulsing It is a mixture of the other two: it combines a continuous advertising campaign with short bursts of intensive advertising,Big budgets,Releases or re-releases,Goals: High levels of coverage ( throughout time) and high frequency for as much time as possible.

Consumer as we knew them are no longer there.Now they have acquired SUPERPOWERS:

More knowledge, resources, and experience,They demand relevant information (and customized, if possible).They demand results. they have several options to choose and knows the market.They decide what, when , and where.They are multitask and multichannelThey give and create opinions -> they are generators of contents