Reference no: EM132144676

This activity is important because marketers should understand that marketing communications experts broadly categorize their media investments across three categories: (1) paid, (2) owned, and (3) earned media. Luke recently started a position as a digital marketing specialist with a small IT consulting organization, L2 Technologies. Luke’s boss has asked him for assistance in putting together a media budget for the next fiscal year. Luke believes that the most effective approach would be to balance these investments across paid, owned, and earned media categories. His boss is unfamiliar with these terms and asks Luke to provide examples of each category. The goal of this exercise is for Luke to use examples to demonstrate differences between paid, owned and earned media. For each of the nine examples that Luke has thought up, select the most appropriate media category. 1. Creating a 30-second commercial that will appear online on sites such as Forbes and the Wall Street Journal 2. Sponsorship of the local minor league baseball team, including stadium signage 3. Creating a print advertisement that appears in a trade magazine 4. Writing a white paper that discusses information security best practices 5. Improvements to a corporate website, providing customers with more detailed information about L2 products and solutions 6. Using Twitter to help promote a blog maintained by the company's chief technologist 7. A local article that features L2 being named to the Inc. 500 list of fastest-growing private businesses 8. A positive customer review of L2 Technology on a popular IT community forum 9. Encouraging sales consultants and customer service reps to engage with customers and prospects on social media.