Above the line vs below the line marketing, explained
Above the line is mass-media advertising, below the line is targeted promotion such as direct mail and events, and through the line joins the two.
Basics
Posts
Owned, paid and earned media, explained
Owned media is what you control, paid media is attention you buy, earned media is what others say about you. How the three differ and work together.
PR 101, a basics guide to public relations
Public relations looks after reputation by earning understanding and support. What PR covers, how media relations works, and how to pitch a journalist.
SOSTAC explained, a basics guide to marketing planning
SOSTAC is PR Smith's six-stage planning model. Situation, Objectives, Strategy, Tactics, Action and Control, and how to use each stage in a real marketing plan.
Strategy vs campaign vs creative vs execution, explained
Strategy is the choice of who and why, a campaign is a time-bound push, creative is the idea people see, execution is the delivery. How each differs.
The three layers of AI, a basics guide for marketers
AI in marketing works on three layers. Chat with a language model, agents that carry out a request, and orchestration that runs many agents as one system.