Owned Media

Question 1

Examples of owned media

Answer 1

Brochure, retail stores, company website, Microsite, community, Facebook fan page, mobile apps, etc

Question 2

Advantages of owned media

Answer 2

Message control
Versatile
Can be creative for diverse audiences, contact points, and time frames
Impact loyalty and development of consumer brand relationships

Question 3

Disadvantage of owned media

Answer 3

No control over audience exposure

Question 4

Product packaging does (4)

Answer 4

Protects
Preserves
Informs
Promotes

Question 5

An attractive package can (4)

Answer 5

Create an immediate relationship with the customer
Influence in store shopping decisions
Set the product apart from competitors
Inform customers about features and benefits

Question 6

Great packaging should (3)

Answer 6

Stand out
Communicate brand image/personality
Continue promoting product in the home

Question 7

3 issues with packaging

Answer 7

Environment
Government
Changing packaging

Question 8

5 merchandising materials

Answer 8

Shelf takers
Point of purchase
Table tents
Materials
Bags

Question 9

Average CPMs of paid social media networks

Answer 9

Facebook: $7.19
Instagram: $5
Twitter: $9-11

Question 10

Advantages of earned media

Answer 10

Objective
Seen as more credible
Builds brand reputation

Question 11

Disadvantages of earned media

Answer 11

No message control

Advantages become problems if message is negative

Question 12

Earned media 3 examples

Answer 12

Earned publicity
Word of mouth
Social media mentions

Question 13

6 steps to social media success (earned media)

Answer 13

1. Monitor the conversations
2. Identify influential individuals who can spread messages
3. Identify the factors shared by influential individuals
4. Locate the potential influencers who have relevant interests
5. Recruit those influencers
6. Incentivize the influencers to spread positive word of mouth