Chapter 16 Publicity: Promotion Using Earned Media, Owned Media, And Social Media

Front 1

paid media

Back 1

messages generated by a brand (or company or nonprofit organization) and communicated through a message channel the brand pays to access

Front 2

owned media

Back 2

promotional messages generated by a brand (or company or nonprofit organization) communicated through a message channel the brand directly controls

Front 3

earned media

Back 3

promotional messages not directly generated by he company or brand, but rather by third parties such as journalists or customers

Front 4

user-generated content

Back 4

any type of communication created by customers for other customers user generated content can take many forms

Front 5

search engine optimization

Back 5

the process of designing a website so that it ranks high in a search engines unpaid results

Front 6

pass-long

Back 6

when one customer makes a recommendation for (or against) a specific brand to another customer

Front 7

branded services

Back 7

valued services a brand provides that are not directly connected to a core product offering

Front 8

white paper

Back 8

an authoritative report or guide that addresses important issues in a industry and offers solutions

Front 9

case studies

Back 9

success stories about how a company helped another customer

Front 10

landing page

Back 10

customized web page that logically follows from clicking on an organic search result online advertisement, or other link

Front 11

blog

Back 11

a regularly updated website usually managed by one person or a small group and written in an informal conversational style

Front 12

infographic

Back 12

a visual image such as a chart or diagram used to represent information or data

Front 13

branded apps

Back 13

sponsored software applications that beenfit customers by providing entertainment solving a problem and or saving time

Front 14

brand community

Back 14

a group of customers joined around a particular brand or common set of shared interests

Front 15

referral program

Back 15

offers a current customer an incentive for recommending a new customer to a business

Front 16

social media

Back 16

websites or software applications that allow users to create and share ideas, information photos and videos, and interact in a social network

Front 17

facebook

Back 17

an online social networking website that allows registered users to create profiles upload photos and video and send messages to friends, family, and colleagues

Front 18

twitter

Back 18

social networking microblogging service that allows registered users to send out short (140 characters or less) messages called tweets)

Front 19

instagram

Back 19

a free online photo and video sharing service geared to mobile phones

Front 20

pinterest

Back 20

a website that allows registered users to share ideas and images they find online with fellow users

Front 21

LinkedIn

Back 21

a social networking website for business people who create personal or company profiles

Front 22

marketing automation software

Back 22

software that tracks individual customers behavior and triggers actions in response to specific customer actions