ABSTRACT
Social media, and other online communications technology, has resulted in a change in the communications model. Traditional owned media includes the methods of sales incentives, personal selling, and public relations that are managed by the organization. The organization developing a marketing strategy has now investigated the internal and external environment. Social media has now allowed more direct contact between the sender and receiver of a message as it allows easy communication across distance and time. A traditional advertising promotional message can be communicated using broadcast media such as radio and television or print advertising such as newspapers, magazines, flyers, billboards, and brochures. All organizations perform public relations even if it is not a formal part of their promotion strategy. Promotional material has always relied on content such as words and visuals to communicate its message. However, the content that was provided was a marketing message on product benefits.
