Principles of Strategic Communication

Chapter 10Traditional Media

Learning Outcomes

By the end of this chapter, you should be able to do the following:

• Be able to distinguish among the different types and meanings of “media.”
• Understand the PESO model and give examples of paid, owned, earned and shared media.
• Identify the traditional paid media classifications and understand how advertising is purchased by each type.

Chapter Opening Vignette

A Media Diary

It’s 6:00 a.m., you wake up to the voices of Lady Gaga singing “Rain on Me.” Before Ariana Grande begins singing “living in a world …,” you tell Alexa to turn the volume down as you reach for your iPhone to check your Instagram. You ask Alexa to turn on the lights as you hop up and get in the shower. As you are getting ...