莫利亚提《广告学：原理与实务（第11版）》moriarty_adv11e_14.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 14Owned, Interactive, and Earned MediaCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 4Principle: Media in a World of Change Key ObjectivesExplain what is meant by owned media that organizations control and manage.Describe interactive owned media and explain why that interactive element is important.Discuss what is meant by earned media and how organizations relate to brand discussions that are beyond their control.Explain how multiplatform brand communication works and why it is important. Chapter Op