Hollywood Realizes Benefits of "Earned" Versus "Paid" Media
The New York Times picked up on the “earned” versus “paid” media debate this weekend, notably that a lot of major marketers — the Times story focused on the film and entertainment industry — are realizing that they can get a lot more “bang for their buck” by eschewing large national ad campaigns in favor of savvy, scrappy PR campaigns.
The story lets us know that Disney — along with many brands — is still using ad equivalency reports:
Disney recently went so far as to develop a computer program to help it determine how much monetary value was coming from such publicity efforts.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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