ABSTRACT
This chapter focuses on six areas that a brand can own: product placement, brand integration, brand website, sponsorship, influencers, and custom events. While there is no legislation aimed specifically at this type of owned advertising, questions are raised from time to time about whether the public should be explicitly informed when a company has paid to place their product directly in a program. The strongest and perhaps most obvious owned media available is the brand’s website. As advertisers have had to work harder to reach their target consumers, one of the owned forms of communication they have turned to is sponsorship. Sponsorships are, like other owned media, useful connectors between paid and earned opportunities. The power of celebrities for brands has resulted in a newer type of owned media. Sometimes there are ideas for a brand that don’t fit in to any marketing category. They are completely owned by the brand and designed solely for it.
