Media planning: Create a brand POEM

This article explains the results of research into the effects of paid, owned and earned media on brand performance.

Media planning: Create a brand POEM

Dr Marnix van GisbergenAcademy for Digital Entertainment, NHTV Breda University of Applied Sciences

Dennis Hoogervorst, Stefanie Kreek and Robert WittemanSanoma Media Netherlands

Media planning that combines paid and owned media is the best strategy for brand building, while consumers trust earned media the most, according to research from the Netherlands.

In 2014, advertisers and media agencies face challenging times. While media budgets decline or stabilise, opportunities to connect brands with consumers via media increase. As such, research is needed to explain how budget can be divided most effectively across the different types...

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