Choose one of the following three scenarios for your assignment. Write your response in a Word document, ensuring that spelling and grammar are correct. Your response should be 1-2 pages in length. Be sure to integrate the key concepts covered this week—paid media, earned media, and owned media—into your answer. It is crucial that you clearly define, discuss, and explain these concepts as they relate to the selected scenario. Note that substantial points will be deducted if these concepts are not adequately addressed.
- Your client is spending most of her marketing budget on magazine ads. Explain to your client how she might leverage Social Media in this situation. Include an explanation of how this paid media could potentially feed into earned media and owned media. You must discuss all three types of media: paid, earned and owned (partially owned).
- You’re the content creation manager for a skateboard company, and your business just released a brand new version of your best selling board. You would like to generate some earned exposure about this release. List two outlets where you might gain some earned exposure. Explain why each outlet might find interest in spreading your message. Now how would you integrate paid media and owned media into that strategy? You must discuss all three types of media: paid, earned and owned (partially owned).
- You’re working with a client whose marketing strategy consists only of running TV advertisements. This client sees a surge of leads when running TV advertisements but doesn’t have the budget to run TV ads year round. Explain to him how a three-part media strategy might help his marketing efforts. You must discuss all three types of media: paid, earned and owned (partially owned).
Rubric
Paid owned and earned (2)
| Criteria | Ratings | Pts |
|---|---|---|
This criterion is linked to a Learning OutcomeAddresses paid owned or earned. | 20 ptsFull Marks0 ptsNo Marks | 20 pts |
This criterion is linked to a Learning OutcomeExplains the relationship between paid owned and earned. | 40 ptsFull Marks0 ptsNo Marks | 40 pts |
This criterion is linked to a Learning OutcomeGives concrete examples | 30 ptsFull Marks30 ptsNo Marks | 30 pts |
This criterion is linked to a Learning OutcomeShows extra creative thought in addressing the problem in the question | 10 ptsFull Marks0 ptsNo Marks | 10 pts |
Total Points: 100