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PESO Model
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. The term was coined by Gini Dietrich in her book ''Spin Sucks'' (2014) in recognition of the changing landscape of media and the convergence of different types of media. The PESO Model consists of four components: * Paid Media: Content that is paid, including social media advertising, sponsored content, and email marketing. * Earned Media Earned media (or free media) is content relating to a person or organization, which is published by a third party without any form of payment to the publisher. It includes articles by media outlets, interviews with the person or representatives o ...: Content related to a person or organization that is published by a third party without ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Earned Media
Earned media (or free media) is content relating to a person or organization, which is published by a third party without any form of payment to the publisher. It includes articles by media outlets, interviews with the person or representatives of the organization, or bylined editorials in trade press and other publications. The phrase "earned media" serves as a contrast to the concept of "paid media" or, simply advertising. It may also include social media sharing, unpaid mentions by podcast hosts and guests, or word-of-mouth marketing. Earned media excludes advertising (paid media) and company branding (owned media). Background Marketing communication can be summarized as falling into four categories, (''paid'', ''earned'', ''social'' r ''shared'' and ''owned'') media. This categorization is sometimes referred to as the PESO model. * ''Paid'' media is a traditional approach to promotion, and usually takes the form of advertising or advertorials (paid opinion pieces). Pa ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Marketing Strategy
Marketing strategy refers to efforts undertaken by an Organizational structure, organization to increase its sales and achieve competitive advantage. In other words, it is the method of advertising a company's products to the public through an established plan through the meticulous planning and organization of ideas, data, and information. Strategic marketing emerged in the 1970s and 1980s as a distinct field of study, branching out of strategic management. Marketing strategies concern the link between the organization and its customers, and how best to leverage resources within an organization to achieve a competitive advantage. In recent years, the advent of digital marketing has revolutionized strategic marketing practices, introducing new avenues for customer engagement and data-driven decision-making. Marketing management versus marketing strategy The terms “strategic” and “managerial” marketing distinguish between two processes, each with different goals and concep ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
