BUS 302 Chapter Notes - Chapter 8: Social Media Marketing, Pew Research Center, Real-Time Bidding

• School: Stony Brook University
• Department: Business Management
• Course: BUS 302
• Professor: Ethan Pew

Document Summary

Paid media traditional advertising, advertisers purchase specific space or time. Owned media vehicles that marketers themselves create and populate with materials relating their p&s. Earned media mention or discussion of brands in public outlets. Search engine advertising: publishers may think organic search = way for ppl to come into contact w/ publisher"s output. Potential problem = words searched don"t fit w/ current events so less opp for search engine advertising: marketers exploit search directly. Seo utilize organic results, hire search optimization firm to reshape site so raises visibility on list that shows up when someone types certain key words into search box. Paid search bid on words ppl type into search box w/ hope that those words indicate intention to purchase. Firm winning acution receives right to have its ads show up alongside organic search results. Publisher = organization tht produces/distributes news, entertainment, educational or other informational materials.