ITM / BWL Bachelor 5. Sem.
8398/8356: Leisure & Event Management II
(Lecture and Seminar):
Introduction to International Event Management
           

Tu. 10.00-13.15 h H 11

4 SWS Course

Workload: 60 h classroom work / 120 h self-study

ECTS points: 6

WORKING WITH MEDIA

Different Media Types

• Bought – This ultimately refers to Paid forms of media. This can be anything from pay-per-click (PPC), display advertising, banner adverting or any other form of advertising where you part with money in order to have the privilege to promote you company.

• Owned – Owned media comprises primarily of media types you have almost absolute control over. In fact, for most companies their website will be the only true “Owned media” slice of pie, although you can also have micro sites, external blogs, etc. Some debate that Facebook Pages and Twitter accounts are owned media, and in a sense they are. However, you have virtually no control over the companies that own these platforms and they could be taken away from you at any time, or the site could be shut down. Additionally, you don’t have full control of content via these channels as people external to your company (fans, competitors, etc.) can post almost whatever they want at any given time.

• Earned – The influence of Earned media can help propel a brand to heights not previously imagined. This is the type of media you can’t buy no matter how much you want to, as all earned media is essentially “free” in a sense (it is commonly understood that the majority of earned media is filtered through from paid and owned marketing activities). Earned media is mostly made up of word of mouth (WOM) and favourable reputation.

Two meanings of PR: Public Relations and Press Release

Whats the difference? What in-between forms are existing?

  Contact: Prof. Dr. Wolfgang Georg Arlt FRGS
Bachelor and Master Program International Tourism Management
arlt@fh-westkueste.de, Office 2.018, Tel. 0481 8555-513
Consultation hours (during lecture period): Wed. 13.00-14.00 h