When you think about promotion (otuside of sales), there are really four major categories to think about. With an integrated marketing plan, there are four main media categories to which companies have access: paid, owned, earned and shared media opportunities.
(see page 372 for an example of these topics)
For your homework, choose a company and provide examples (can be screenshots, etc) of each of these four types of media uses. Describe how the example you provide relates to that particular media category.
Question form book is : 4 Media, Paid Media, Owned Media, Earned Media, Shared Media. From those above Media, choose one and discuss it.