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Media Planning Seminar 4 How to use owned media ((Paid sponsorship (Paid…
Media Planning Seminar 4
How to use owned media
Marketing objectives
increase brand awareness and
encourage to travel more
Target groups
25-35
London local
hotel
The type of owned media
Owned social media
FB
Linkedin
YouTube
Owned sponsorship
concert
Beer festival
Networking social events
Business events, Linkedin
wedding
TV reality show
Set up everything, in the conference, provide the place
Owned product placement
provide the product in the film without money
provide the place for the TV reality show, or drama shooting
How to use articles
product placement
avoid coorperate horro movie
sponsorship
How do you convince the fans of football club
Long term contract, you will go through every moment with the club → build the association with the fans
Don't let fans feel like you are not just use the club, you are committe with the football club
Paid media: TV, Newspapers, Paid social media
Paid media is for third party
Owned media: Product placement, Brand website
Earned media: Word of mouth, Social media(PO文不需要付费）
Paid sponsorship
Paid sponsorship is paid for third group
but owned sponsorship is cooperate with the brand
The cost for owned sponsorship is for coorprating