Earned and Paid Media Make Beautiful Branding Music


A study from Synaptic/Kantar finds that consumer-buying trends are significantly impacted when newsworthy earned and paid messages are combined. The combination of earned PR placements with narrative marketing segments, which are information-rich branded content placed in targeted paid media, delivered more impact than brand messaging alone. Other findings include:

• Women are able to synthesize messages delivered over different formats, resulting in a higher lift in brand awareness than if the messages are delivered via a single platform. Men, however, see no multichannel lift over earned PR, their highest scoring format.

• Among the target, both the paid and the earned formats perform very well on their own, with earned significantly increasing awareness metrics and paid increasing persuasion metrics.

• Brand messages packaged as news, whether delivered as earned or paid media, generate strong brand perceptions, message building and awareness.

Source: Synaptic/Kantar













Comments Off

Deals of the Week

Get $200 Off PR News' Digital PR Conference

 digitalpr2015-180x150_updated
Join us June 1-3 where you'll hear from top brands such as Walmart, Miami Heat, Verizon and Ritz-Carlton on PR and communication best practices for the next wave of digital trends.

Use code “200off” at checkout to save $200 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.