Media Planning: Media is always on

As brands become media themselves, achieving a balance between them is the key to marketing effectiveness.

Media is always on

Marianne van Soomeren

DDB Netherlands

As brands become media themselves, using owned, paid and earned media in combination is key to achieving marketing effectiveness

In this article, I will define perpetual marketing in terms of the popular and widely used model of 'owned', 'paid' (or 'bought') and 'earned' media.

Together, these terms form a simple view of the overall media landscape in which organisations must make choices to communicate with their target audience (Figure 1).

Advertising and sponsorship are 'paid media'. 'Owned media' are the brand's communication channels. 'Earned media' are defined as word-of-mouth (in the...

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