Inside Asian Gaming

inside asian gaming November 2016 16 Never before has there been so much marketing media yet so few people wanting to hear the messages. Under such circumstances, now is probably a good time to rethink our media efforts. Embracing the PESO media model above existed. Sure, everyone had websites, but few really thought of those as media. The changes to how we traverse the internet have forced all of us to look at and consider shared and owned media with the same careful eye. Before will delve into the PESO model a little deeper, let’s make sure we’re on the same page with our definitions: Paid is what we’ve always thought of as advertising – messages delivered on our behalf by a third party in exchange for payment. Typically, we work with an agency to develop the optimal media buy to reach as many people as often as possible for as little money as possible. Then, our agency partners develop the perfect message that resonates with our target audience. It has been traditionally thought of as “expensive” rather than as an investment. The data we’ve traditionally worked with was in terms of gross rating points (GRPs), reach and frequency. Today, we’ve learned how to use the information in our databases to make those buys even more efficient. Over the years we’ve also learned how to use the mediums properly and most effectively – outdoor for reminders and directions, television for brand building, print for information. And, most recently, paid media has also come to include social media in the forms of advertising and sponsored content. Earned is what many used to refer to as “free media” or “PR.” First of all, you have to admit it was never free. You had to pay for a public relations professional or agency to manage efforts and develop relationships with the media to get your message placed. In addition, By Julia Carcamo F or years, many in business thought of media in two forms: paid advertising and free PR. Paid was, of course, the media we purchased as advertisers on TV, radio, newspapers, magazines and billboards. So-called free PR was the stories that appeared in the news, good or bad. Today’s modern marketer understands that we now have to look at media in four categories – paid, earned (or what used to be called “free”), shared and owned; PESO for short. It was much simpler a decade ago, when most marketers only concerned themselves with paid and earned media, even though the other forms described CASINO MARKETING