Chapter 16

Publicity:
Promotion Using
Earned Media,
Owned Media, and
Social Media

Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
 At the end of this presentation, you
should be able to:
1. explain how publicity fits into the promotion blend.
2. understand the differences between paid, earned,
and owned media.
3. explain how customers obtain information from
search, pass-along, and experience.
4. describe different types of owned media.
5. describe how to use public relations to earn
attention from the press.

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16-2
 At the end of this presentation, you
should be able to:
6. describe how to earn word-of-mouth from
customers.
7. explain what social media is and how it differs from
traditional media.
8. compare and contrast the major social media
platforms.
9. describe how firms use software to measure,
manage, and automate online promotion.
10. understand important new terms
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
16-3
 Strategy Planning, Advertising, &
Sales Promotion (Exhibit 16-1)

CH 13: CH 14: CH 15:

CH 16: Publicity:
Promotion Intro Personal Advertising,
Promotion Using
to Integrated Selling and Publicity, &
Owned, Earned,
Marketing Customer Sales
and Social Media
Communications Service Promotion

Advertising Customers Publicity Social Software

vs. obtain types media for online
Publicity information media
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 Paid, Earned, and Owned Media
(Exhibit 16-2)
Type of Message
Examples
media source
Advertising Paid Selling Advertising on television,
media company print, online, mobile devices,
Billboards, radio, etc.

Branded websites, selling

Owned Selling Company’s blog, selling
Mass media company Company social media
Selling (Facebook, Twitter), email
Newsletter, brochures

Publicity Independent Television or radio news,

journalists stories, magazine or
newspaper articles or
reviews
Earned
media Word-of-mouth praise or
Other criticism, online customer
customers reviews, Facebook posts or
Twitter tweets about a brand
16-5 Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
 Customer Trust in Various Sources
of Information (Exhibit 16–3)

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 Benefits and Challenges of Advertising
Media, Owned Publicity Media, and Earned
Publicity Media (Exhibit 16-4)

Media Type Benefits Challenges

Paid • High message • Not trusted
media control • Customers easily
(advertising) • More precise avoid
targeting • More costly,
• Potentially large declining
audience effectiveness

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 Benefits and Challenges of Advertising
Media, Owned Publicity Media, and Earned
Publicity Media (Exhibit 16-4)
Media Type Benefits Challenges
Owned • High message • Need to drive or
media control attract customers to
• Relatively low sites
cost • Requires resources
• Niche audiences to manage and
• Versatile in maintain
message
content and
format

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 Benefits and Challenges of Advertising
Media, Owned Publicity Media, and Earned
Publicity Media (Exhibit 16-4)
Media Type Benefits Challenges
Earned • Most trusted • Very little message
media information control
source • Can be negative
• Customers rely toward brand
on this • Difficult to measure
information • Difficult to create
• Difficult to target

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 Customers act on earned media, but
it has risks

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 Customers Obtain Information from
Search, Pass-Along, and Experience
Customers search
offline, too
Marketers
want to be
Pass-along from
found when
trusted sources
customers
search
Customers
experience branded
services
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 Create Owned Media Content Your
Customers Can Use(Exhibit 16-5)
Type of How customers typically
Typical promotion
owned discover each type of owned
objectives
media media?
• Customers search so firms should • Build awareness.
Educational
optimize pages to be found when • Educate/inform
web pages
customers seek to solve problems • Foster trust

• Customers typically search for • Build awareness

White papers answers to problems and seek out • Educate/inform
& case white papers and case studies • Build reputation as
studies • Advertising can also drive traffic to thought leader
this type of content in B2B • Foster trust
• Ads drive customers to relevant
• Build awareness
Landing landing pages
• Start a relationship
pages • Optimize pages to be found when
• Generate leads
customers try to solve problems
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 Create Owned Media Content Your
Customers Can Use

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 Landing pages to engage customers

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 Create Owned Media Content Your
Customers Can Use(Exhibit 16-5)
Type of How customers typically
Typical promotion
owned discover each type of owned
objectives
media media?
• Some posts motivate pass-along
• Blog posts boost a whole site’s • Maintain interest
Blogs visibility on search engines • Build thought leader
• Regularly delivering value to keep reputation
customers coming back

• Frequently infographics are passed • Grab attention

Infographics
along • Inform customers

• Positive, unique experiences lead to

Branded • Support brand
pass-along
apps positioning
• Provides positive experience

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 Create Owned Media Content Your
Customers Can Use(Exhibit 16-5)
Type of How customers typically
Typical promotion
owned discover each type of owned
objectives
media media?
• New members often discover
through search • Provide value for
Brand
• When customers value they will customers
communities
share site with others who have • Remind customers
similar interests

• E-mail newsletters with useful • Maintain

content promote pass-along relationship
E-mail
• If experience is not useful, • Remind customers
newsletter
customers will not read or • Cross-sell to
unsubscrive customers

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 Earned Media from Public Relations
and the Press
Get found
Get coverage when the press
in the press searches for a
story
Key
Online Issues
pressrooms Bloggers are
help the new press
journalists
Ethics and the
law require
disclosing
blogger
connections
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 Earned
Media from
Customer
Advocacy

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 Social Media Differs from
Traditional Media

• Social media— • Social media—

paid, owned, social no media
and earned placement cost
media vs. but not free
• Social media— traditional
many-to-many media • Advertising
communication plans, social
media reacts

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 Major
Social
Media
Platforms

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 Major
Social
Media
Platforms

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 Major
Social
Media
Platforms

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 Major
Social
Media
Platforms

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 Major
Social
Media
Platforms

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 Software Can Manage, Measure, and
Automate Online Media

Software
carries
Software can
Key customers
manage social
Issues through the
media
purchase
process

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 Measure results from online media

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 Key Terms

1. paid media 12. infographic

2. owned media 13. branded apps
3. earned media 14. brand community
4. user-generated content 15. referral program
5. search engine optimization 16. social media
(SEO) 17. Facebook
6. pass-along 18. Twitter
7. branded services 19. Instagram
8. white paper 20. Pinterest
9. case studies 21. LinkedIn
10. landing page 22. marketing automation software
11. blog

16-27
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