Chapter 1
An Introduction to Integrated Marketing
Communications
(part - 2)
,IMC Involves Audience Contacts (1
2)
• Paid Media:
• Channels marketers pay to leverage: Companies spend money to place ad
on platforms that reach their target audience.
• Includes traditional advertising media (TV, radio, print, etc.): Examples
include commercials on television, ads in magazines, radio spots, and
sponsored digital ads. The business pays for space or airtime to deliver it
message.
• Owned Media:
• Channels of marketing communication that a company controls: These ar
platforms the company has direct ownership or control over.
• Websites, blogs, apps, social media channels: A business creates and
manages content on its own website, posts updates on its blog, maintain
its own app, and controls its branded social media profiles. These allow fo
consistent messaging and direct interaction with customers.
, IMC Involves Audience Contacts (2
2)
• Earned Media:
• Exposure for a company (free): This refers to publicity that a company get
without paying for it, often generated when others share or mention the
brand.
• Viral marketing: Examples include customer shares, social media mention
press coverage, or reviews. If a campaign or product “goes viral,” people
organically promote it, expanding reach far beyond what paid or owned
channels might achieve.
An Introduction to Integrated Marketing
Communications
(part - 2)
,IMC Involves Audience Contacts (1
2)
• Paid Media:
• Channels marketers pay to leverage: Companies spend money to place ad
on platforms that reach their target audience.
• Includes traditional advertising media (TV, radio, print, etc.): Examples
include commercials on television, ads in magazines, radio spots, and
sponsored digital ads. The business pays for space or airtime to deliver it
message.
• Owned Media:
• Channels of marketing communication that a company controls: These ar
platforms the company has direct ownership or control over.
• Websites, blogs, apps, social media channels: A business creates and
manages content on its own website, posts updates on its blog, maintain
its own app, and controls its branded social media profiles. These allow fo
consistent messaging and direct interaction with customers.
, IMC Involves Audience Contacts (2
2)
• Earned Media:
• Exposure for a company (free): This refers to publicity that a company get
without paying for it, often generated when others share or mention the
brand.
• Viral marketing: Examples include customer shares, social media mention
press coverage, or reviews. If a campaign or product “goes viral,” people
organically promote it, expanding reach far beyond what paid or owned
channels might achieve.
