ADV 318J Chapter 14: Chapter 14 Notes
Document Summary
{media planning: advertising and ibp in digital, social, and mobile media} Web 2. 0 = progression of internet to interactive online communication, participation, and engagement. Depends on mass collaboration, individuals create value for themselves and other people, user-generated content. Marketing view = focus on popular brands + organizations and mentioned through network effects, organizations can interact with customers on social media and become a part of their conversations. Necessary to use other forms of ibp as well ex: subaru. Earned media: incremental exposure that your brand earns through viral engagement and interactions with the brand. Ex: facebook likes, check ins, shares = earned media. Technically not advertising bc companies are not paying for this exposure. Owned media: brand assets or objects created within social networks by your organization. Paid media: advertisements that can be purchased on a social network/digital platforms. Social media allows brands to measure the social engagement they receive (likes, comments, etc)
