莫利亚提《广告学：原理与实务（英文版·第11版）》moriarty_adv11e_14.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 14Owned, Interactive, and Earned MediaCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 4Principle: Media in a World of Change Key ObjectivesExplain what is meant by owned media that organizations control and manage.Describe interactive owned media and explain why that interactive element is important.Discuss what is meant by earned media and how organizations relate to brand discussions that are beyond their control.Explain how multiplatform brand communication works and why it is important. Chapter Opener: Microsoft Gets Innovative To help promote Microsoft Xbox’s release of the latest game in their Tomb Raider series, eight contestants stepped up to survive 24 hours outdoors on a London billboard in November while extreme weather conditions were simulated and selected via real-time public voting. Owned Media: We Own It; We Control It Owned Media (1 of 2)Advantages include control and versatility.Useful in addressing diverse audiences, contact points, and time framesUseful in addressing objectives including loyalty and development of consumer-brand relationships Owned Media (2 of 2)Disadvantages include little or no control over consumer exposure to your publication or website.Supplemental efforts are needed to drive traffic and get your audience to come to you.That’s why some online programs are supported with offline traditional advertising. Corporate Presence Media (1 of 4)Includes things like the design of a building or a delivery truck.In IMC planning, these important contact points create the visual face of an organization or brand.How they present the brand image sends an important message to audiences. Corporate Presence Media (2 of 4)Environmental designWhat a building looks like inside and outside may reflect the image of the company and make a brand statement.Design, decor, and physical appearance send messages about the style and personality of the brand.Buildi