ABSTRACT
Paid media refers to paying for media space or for a third party to undertake a promotion. This category includes advertising. From this point of view, there is also a close link between paid digital media and older ways of conveying a commercial message. Traditional paid media includes television commercials and magazine and newspaper ads. Digital paid media includes web-banner advertising, in-app product placement and paid search engine listings. Earned media are communications that are about people but are generated by someone else on their own channel or through another owned channel. Earned media is unprompted communication. The role of earned media further reinforces the power of the audience. The power to create a successful digital presence lies heavily with intended audience. During the COVID-19 pandemic, and beyond, there has been increasing recognition that considering how a channel is controlled should be a factor in deciding which channels to prioritise and use.
