Promoting with traditional media

Traditional forms of promotional communication include advertising, public relations, sales incentives and personal selling. All of these are still used but are now combined with the use of social media. Categories of marketing promotion have now been redefined into paid, owned, earned, and shared. Paid media includes promotional messages placed on social media purchased by the organization. Owned media is the organization’s own social media sites. Earned media refers to individuals promoting the event on their social media platforms. Shared media results when people share the promotional message across platforms. The AIDA model explains how promotion is used to attract attention, develop interest, create desire, and motivate action. Social media has changed the communication model, as it allows direct contact from the receiver back to the sender of the message. Advertising is now placed digitally on social media and websites. Public relations messages are now posted online. Sales incentives are used to motivate immediate purchase. Personal selling involves solving a problem for the visitor.