TYPES OF MEDIA (1).pdfn000h lalalal meea

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1. TYPES OF MEDIA
ASST PROF AAFREEN SHAH

3. PAID MEDIA
Paid Media – Media that a brand pays for to promote itself.
●Advertisements: Facebook Sponsored Posts, Sponsored Tweets, Twitter Cards.
●Lead Generation: Fan Acquisition, Lead Generation, Outbrain.
●Incentive-Based Promotions: Affiliate Marketing, Brand Ambassadors, Sponsored
Content, Native Advertising.

4. Advertisements:
1.Facebook Sponsored Posts – Paid posts on Facebook that help brands reach a targeted audience.
2.Sponsored Tweets – Paid tweets on Twitter to promote content, products, or services to a broader audience.
3.Twitter Cards – Rich media attachments in tweets that enhance engagement by displaying images, videos, or product
details.
Lead Generation:
4.Fan Acquisition – The process of gaining followers or subscribers on social media to build a brand community.
5.Lead Generation – Strategies used to attract potential customers and gather their contact details for sales conversions.
6.Outbrain – A content discovery platform that promotes sponsored articles, blogs, and videos across various websites.
Incentive-Based Promotions:
7.Affiliate Marketing – A performance-based marketing model where affiliates earn commissions by promoting a brand’s
products.
8.Brand Ambassadors – Influential individuals who represent and promote a brand through their personal endorsements.
9.Sponsored Content – Paid articles, blogs, or videos that blend marketing messages within valuable content.
10.Native Advertising – Ads that seamlessly blend with the platform’s content to appear less intrusive and more organic.

5. EARNED MEDIA
Earned Media – Free publicity gained through organic reach.
●Publicity: Media Relations, Blogger Relations, Investor Relations, Influencer
Relations.
●Authority Building: Optimized Content, Shareable Content, Engaging
Content, Google Authorship.

6. Publicity:
1.Media Relations – Building relationships with journalists and media outlets to get press coverage for a
brand.
2.Blogger Relations – Engaging with bloggers to create organic content or reviews about a brand.
3.Investor Relations – Communicating with investors and stakeholders to maintain trust and
transparency in a company.
4.Influencer Relations – Collaborating with social media influencers to generate word-of-mouth
publicity.
Authority Building:
5.Optimized Content – Creating content that is SEO-friendly and ranks well on search engines to
increase visibility.
6.Shareable Content – Engaging and valuable content that audiences are likely to share on social
media or other platforms.
7.Engaging Content – Interactive or thought-provoking content that captures audience attention and
encourages participation.

7. SHARED MEDIA
Shared Media – Media shared via social interactions.
●Social Media Platforms: Facebook, Twitter, LinkedIn, YouTube, Pinterest,
Instagram, Vine, Google+.
●Influencer Engagement: Response to Detractors, Detractors turned to
Loyalists, Loyalists turned to Advocates.
●Partnerships: Charity Tie-ins, Community Service, Co-Branding

8. Social Media Platforms:
1.Facebook – A social networking platform where users and businesses share updates, engage with audiences, and run advertising
campaigns.
2.Twitter (now X) – A microblogging site known for real-time updates, conversations, and trends.
3.LinkedIn – A professional networking platform used for business discussions, job opportunities, and thought leadership.
4.YouTube – A video-sharing platform where brands and creators publish content to reach a global audience.
5.Pinterest – A visual discovery engine where users save and share images or ideas related to fashion, home décor, DIY, and more.
6.Instagram – A photo and video-sharing platform that is widely used for influencer marketing and brand storytelling.
Influencer Engagement:
9.Response to Detractors – Addressing negative feedback or complaints from dissatisfied customers or critics to manage brand
reputation.
10.Detractors turned to Loyalists – Converting unhappy customers into loyal supporters by resolving their concerns effectively.
11.Loyalists turned to Advocates – Encouraging satisfied customers to actively promote and recommend the brand to others.

9. Partnerships:
12.Charity Tie-ins – Collaborating with non-profits or social causes to enhance brand image and contribute to meaningful
initiatives.
13.Community Service – Engaging in local activities like clean-up drives, educational programs, or health campaigns to build
goodwill.
14.Co-Branding – A strategic alliance between two brands to create a joint product or campaign (e.g., Nike and Apple partnering
for fitness tracking).

10. OWNED MEDIA
Owned Media – Content that a brand controls and creates itself.
●Content Creation: Expert Content, Employee Stories, Customer Stories,
User-Generated Content.
●Branded Content: Reviews, Brand Journalism, Webinars, Videos, Podcasts.

11. Content Creation:
1.Expert Content – Articles, whitepapers, or guides written by industry professionals that showcase deep knowledge and thought
leadership.
2.Employee Stories – Narratives shared by employees about their experiences, workplace culture, and contributions to humanize
the brand.
3.Customer Stories – Case studies or testimonials highlighting how a company’s product or service has positively impacted
customers.
4.User-Generated Content (UGC) – Content (reviews, social media posts, videos) created by customers that brands share to build
trust and authenticity.

12. Branded Content:
5.Reviews – Customer feedback, testimonials, and ratings shared on company websites or third-party platforms to influence
purchasing decisions.
6.Brand Journalism – Storytelling that presents brand-related news and industry trends in an engaging, journalistic style to build
credibility.
7.Webinars – Live or recorded online seminars where experts educate and engage audiences on specific topics, often promoting a
brand’s expertise.
8.Videos – Promotional, educational, or storytelling video content published on websites, YouTube, and other platforms to engage
users.
9.Podcasts – Audio content series where brands discuss industry insights, success stories, or expert opinions to connect with
audiences.