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paid media
messages generated by a brand (or company or nonprofit organization) and communicated through a message channel the brand pays to access
owned media
promotional messages generated by a brand (or company or nonprofit organization) communicated through a message channel the brand directly controls
earned media
promotional messages not directly generated by he company or brand, but rather by third parties such as journalists or customers
user-generated content
any type of communication created by customers for other customers user generated content can take many forms
search engine optimization
the process of designing a website so that it ranks high in a search engines unpaid results
pass-long
when one customer makes a recommendation for (or against) a specific brand to another customer
branded services
valued services a brand provides that are not directly connected to a core product offering
white paper
an authoritative report or guide that addresses important issues in a industry and offers solutions
case studies
success stories about how a company helped another customer
landing page
customized web page that logically follows from clicking on an organic search result online advertisement, or other link
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