ADV 4323 Module 3: Paid, Owned, Earned

Assignment Choose one of the three scenarios below. Answer in a word document. Spelling and grammar count. There is no defined amount you have to write. Just write enough to say what you need to say. If it's more than two pages then you have written too much.

1. 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).

2. 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).

3. 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 Outcome

Addresses paid owned or earned. 20 pts 0 pts

20 pts

Full Marks

No Mark s

This criterion is linked to a Learning Outcome

Explains the relationship between paid owned and earned.

40 pts

Full Mar ks

0 pts

No Ma rks

40 pts

This criterion is linked to a Learning Outcome

Gives concrete examples 30 pt s

F ul l M ar ks

3 0 pt s

N o M ar k s

30 pts

This criterion is linked to a Learning Outcome

Shows extra creative thought in addressing the problem in the question

1 0 p t s

F u l l M a

0 p t s

N o M a r

10 pts

r k s

k s

Total Points: 100