ABSTRACT
Lenovo used paid media to entice its target market to visit the Lenovo-owned media Web site. As you learned in Chapter 12, paid media are properties that are paid by an organization to carry its promotional messages, as when Lenovo paid Google to present narrowly targeted ads on its Display Network. The terms paid media and advertising are often used interchangeably, as you’ll note in this chapter. However, there are a few paid media tactics that don’t quite fit the definition of advertising, such as paid product placement in virtual worlds or online games and sponsored tweets.
