Paid Media

Definition: Social Media Advertising is a form of advertisement where you promote a product on a social network in hopes that people will share their interest in the product to increase exposure.

Advantages: You can create an account that people can follow where you can expose your product/products for free. It’s easy to reach your target markets too because if they are interested they will come to you and follow you. Since so many people have social media accounts you reach such a large number of people compared to other advertising.

Disadvantages: Providing advertisements could cost from 1,000 to 20,000 in one month. Updating your accounts can be time-consuming and stressful if you have multiple accounts. You may have to hire someone to do it for you. Which would make the process not entirely free. You don’t want to be too annoying with advertisements where you lose followers/customers but you need to still expose your product. People can post negative material under your promotion. You could be hacked.

AIDA Model:

Attention: Gain their attention by having a catchy and interesting advertisement

Interest: If you catch their eye they will click on the link to see more about the advertisement. Coupons catch people’s interest because they are always trying to save money.

Desire: If all goes well they will want to be a part of the advertisement; Buy the product, join a club, donate, etc.

Action: They will go through with everything and purchase the product, join, donate, etc.

Targeting: Social Media is mainly for teenagers and people in their 20’s. With the exception of some sites such as Pinterest and facebook. If you want to target teenagers and the younger generations you should advertise on twitter, Instagram or snap chat. But if you want to target an older generation you should post on sites such as facebook and Pinterest.

Western Marketing Program:

  1.  This could effectively reach all targets of non-trads, transfers, and high school students.  I would say it would mainly affect transfer students and high school students because they are the target that is mainly on social media and will see it more. But if there was to be an advertisement on facebook I think some nontrads would look at it and it could catch their attention and interest to come to Western.
  2.   An effective message could be to put on twitter or snap chat how great college is and show fun things that we do while learning to get them interested in coming to western.  
  3.  Make a facebook post about westerns marketing program doing something fun.  

Surprising Fact: How much companies actually pay to advertise. Facebook gets paid $36 million a year.

Biggest Misconception: People think it doesn’t cost as much as it does.


Earned Media

  1. Trying to get as many people as you can go to one website while still ensuring it comes up relatively first in a result to a search.


  1. Some advantages of SEO is it is mainly free to figure out how you need to get to the top of the search. It can also help with business growth by securing a good online presence
  • Some disadvantages are that ensuring your site comes up first is very time-consuming. There is also no guarantee for good rankings.


  1. Attention- The more you work to get your website to at least the second page of a google search the more people will see and go to your website.

   Interest- Need to gain interest by finding out what people need to see the most out of your website and figure out how to make sure your website comes up, so people can see it.

   Desire- Basically like interest make sure you find out what they want to see in a website and ensure it’s on your website so it’s there when they type it into a search engine.

    Action- Going through the process of making your website as efficient as possible so it ranks higher on a search.


  1. This media is reaching anyone and everyone. Anyone who uses the internet would be within a target market.


  1. A. SEO is so broad you would have to narrow it down to a certain website. If I were focusing on westerns marketing website and typed “information on western technical college marketing program” then it would reach high school students. But other wise SEO is so broad because it helps with every website
  2. Ensuring you get the best results with your website, trying to get it the highest you can in the rankings of search results.
  3. To make sure high school students saw my website I would put things on my website that I know high school students look up regularly. So it pops up in the search results for them.


  1. I learned what search engines focus on in websites to get the best results
  • Words Matter- if you search up carpet cleaning, it will narrow the results to all websites with that info on it.
  • Titles- Search engines focus on titles because most of the time it summarizes what the website is about


  1. The biggest misconception is that google is the only reliable search engine and that you don’t have to pay for it.

Promotional Tools

  1. “App” is short for application. It is a software program mainly for mobile devices or online purposes.
  2. Advantage: Many positives to using an app. They are arranged on your mobile device or desktop so you can open them with one click. They are very convenient.  You don’t have to open up the internet to look up the website. All of the information is condensed on that application. Disadvantages: You get annoying pop ups that if you accidentally click on them you will leave the app and open up the internet. Most apps that aren’t games and even some games still require the usage of your data.
  3. A- To gather someone’s attention for a new app. The best way to advertise that would be by word of mouth and have people tell about how great it is and show their friends how useful it is. I- This would make them interested in the app and want to go get it. D- Have people show them how it helps save them trouble. A- showing them what the app is called and helping them get it.
  4. Apps normally target anyone with a mobile device or that that has a desktop.
  5. A. For the Western marketing program, I would target high schoolers. They are the most populated segment coming to college. Along with being on their phones the most. They would see it more and hopefully get intrigued. B. “Guaranteed a bright future upon graduation” C. I would have someone young get it and show their friends in high school the Western Marketing App.
  6. In the year of 2016 there were 140 billion apps downloaded just through the Apple app store.
  7. That apps are used for only games.

What the Heck is an “App”?