Effectiveness: The impact of paid and digital owned media on sales

This article looks at how a US study points the way for marketers to learn to balance spend to optimise impact and sales by having the right mix of paid advertising and owned-platform interaction.

Effectiveness: The impact of paid and digital owned media on sales

Rob Jayson with Sheldon Levy, YingYing Chen, and Martin Paul Block Publicis Media & Medill IMC Spiegel Research Center Northwestern University

A US study has found clear relationships between share of brand sales in categories and share of paid advertising and also the share of owned platform interaction via brands' websites and social platforms. These findings can help marketers understand

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