Marketing communication in today's business world involves the use of several different types of media promotion, and these channels fall under a few distinct categories. The three types of media each play a critical role in reaching target audiences, and businesses can achieve the ideal balance of the three by understanding their differences and using them to their advantage.
This type of media is exactly what it sounds like. If a company pays to promote messaging on any external platform, it's considered paid media. While paid media—or advertisements—can involve a hefty investment to garner wider reach and impressions, it's relatively easy for marketing professionals to track performance and adjust their strategy. Examples include Google Ads, social media ads, as well as more traditional options such as television commercials, print ads, and billboards.