Description

PESO Model: The PESO Model Framework is an integrated marketing communications model that categorizes the different types of media channels into four main groups: Paid, Earned, Shared, and Owned (PESO).

1. Paid Media includes all marketing efforts that require payment to feature a brand on external platforms, such as pay-per-click advertising, display ads, and sponsored content.
2. Earned Media represents the exposure a brand gains through word-of-mouth, customer reviews, media coverage, and other forms of publicity not paid for directly by the brand.
3. Shared Media encompasses social media and other platforms where content is shared among users, including the brand’s participation in social networks.
4. Owned Media refers to any communication channel a brand controls, such as its websites, blogs, and email newsletters.

The PESO Model encourages marketers to create a balanced and comprehensive strategy that leverages all four types of media to maximize reach and engagement, improve brand visibility, and drive better marketing outcomes. By integrating these media types, businesses can ensure a cohesive and consistent message across all channels, enhancing the overall effectiveness of their marketing efforts.

The PESO Model deliverable provides a concise PowerPoint presentation with an in-depth overview of the concept, its historical evolution, use cases, advantages, and shortcomings.

Stipulations:

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