Marketing Communication Channels

In this discussion, you will compare the differences among paid, earned, and owned channels, and analyze how each contributes to the overall communication goals of a sport brand.

First, review the following resources:

7 Ways to Create a Successful Integrated Marketing Campaign

The Role of Paid, Owned and Earned Media in Your Marketing

Strategy

Next, review the examples of paid (2016 Stanley Cup Playoffs:

Homemade Heroes), earned (The NHL’s Top Four Teams Will Meet in

the Second Round. That’s Dumb.), and owned (the official NHL

Facebook page) media related to the NHL Stanley Cup playoffs. In

your initial post, address the following:

How are the messages conveyed in each example similar? How

are they different?

Which example does the best job of conveying the NHL’s

intended brand messaging? Which does the worst?

Make one recommendation for how the brand could improve

its messaging strategy based on what you observed in these

examples.

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