Working Papers

Conditions for Owned, Paid, and Earned Media Impact and Synergy

Ceren Demirci, Koen Pauwels, Shuba Srinivasan, and Gokhan Yildirim

May 13, 2014

Demonstrates how brand strength (familiar versus unfamiliar) and the search versus experience nature of the category affects the relative effectiveness of paid, owned, and earned media and their synergy with each other and with offline marketing.

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