Earned media

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Earned media, as categorized in the PESO model alongside paid, social (or shared), and owned media, is a form of marketing communication. It represents any publicity achieved not through paid advertising[1], but rather through alternative promotional activities. This type of media exposure is willingly provided by third parties, including mentions in conventional media, guest features, and social media engagements. Although there’s less control over the conveyed message, earned media holds high regard due to its credibility. Voluntary endorsements are generally more trusted by consumers than paid promotions. The evaluation of earned media’s effectiveness can be intricate, yet it’s deemed an essential component of marketing tactics due to its ability to stimulate consumer behavior and engagement.

Terms definitions
1. advertising. Promoting a product or service through communication, also known as advertising, aims to inform or persuade a target audience. Its roots trace back to early civilizations where sales messages were inscribed on Egyptian papyrus, and wall murals were utilized for promotional purposes across ancient Asia, Africa, and South America. Over the centuries, advertising has adapted to technological advancements and the rise of mass media, transitioning from newspaper prints to audio-visual and digital platforms. The strategies employed in advertising vary, with some focusing on raising awareness or boosting sales, targeting different demographics at a local, national, or international level. Common methods encompass print, radio, web banners, and television commercials, among others. Modern advertising models have introduced innovative trends like guerrilla marketing and interactive advertisements. Women's contribution to advertising is significant, with their perspectives highly valued due to their influential purchasing power.
Earned media (Wikipedia)

Earned media (or free media) is content relating to a person or organization, which is published by a third party without any form of payment to the publisher. It includes articles by media outlets, interviews with the person or representatives of the organization, or bylined editorials in trade press and other publications. It may also include social media sharing, unpaid mentions by podcast hosts and guests, or word-of-mouth marketing.

Earned media excludes advertising (paid media) and company branding (owned media).

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