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Influence on mass media
Influence of the media
Influence on mass media
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Money Won T Buy You Everything: The Difference Between Owned, Paid Media
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Paid media is media, or attention, that you buy. This includes things such as Google AdWords, and other PPC campaigns – adverts where you pay for ad space in order for people to see your brand. Paid media targets general consumers.
Owned media is content and channels that the brand controls itself – this is content on your blog or website as well as on your social media pages. Brands often give away content or information in hope of winning followers and leads for the business. Owned media targets interested customers.
To do well through owner media it is important to have a strong content marketing strategy, with excellent content, and a strong social media
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An example of Hampton by Hilton using its owned media was when it participated in the #WeAllGrow Latina Network Twitter party. The use of controlled media in this instance helped create and foster a positive image of the hotel brand in the target audience’s mind. The social media accounts used for the campaign were Twitter and Instagram. Hampton by Hilton used uncontrolled media when it partnered with bloggers and
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The truth is that the corporation makes decisions that they want people to make, whether it is to buy a new tv or go to a certain school. The corporations are able to determine what advertisements each person will have. Similarly, media serves the same purpose today. Harvard researchers found “marketers have been able to gain unprecedented insight into consumers and serve up solutions tailored to their individual needs” (John). Everything people search can be seen and used by marketers to customizes advertisements.
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The Wonderful Pistachios’ website and social media accounts would be considered as controlled media. Uncontrolled Media: Uncontrolled Media would be the feedback that the company receives through social media. Another uncontrolled media would be the information given from the bloggers that talk about their product because the company is unaware of what they are going to say.
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It also helps brands get products into the online dialogue fast without the need for complicated creator identification period and a follow-on vetting process. There are no brand guidelines, so creators not only generate more content (because the new have more products), but also deliver more authentic content because they have full editorial control. Authenticity is the key to influencer marketing success with their audience. Remember that traditional advertising is proving much less effective with younger consumers. Proof point from Jean-Paul Agon, CEO of L’Oréal: “Our brands that grew the most were also very low [advertising and promotion] intensive… Kiehl’s has no media.
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Fifth, they persuade us to buy certain items or accept certain ideas, and sixth, they entertain us. The number of hours we spend consuming the media is mind-boggling. This amount is ever increasing. For better or worse, we are inextricably linked to the media. We are now living a media culture and its influence is becoming very pervasive (Mohd Hamdan Adnan 2003)
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