Financial Post: Women More Attuned Than Men to a Mix of Earned vs. Paid Media

Women are more likely to embrace brands than men are when brand advertising is combined with news or social media mentions of that brand, according to a new study.

The study from Synaptic Digital and Kantar Video, a unit of international ad conglomerate WPP Group, looked how so-called “earned media” coverage of a brand works with paid media in the form of advertising and other brand marketing.

“Consumer buying trends are significantly impacted when newsworthy earned and paid messages are combined,” according to the report Scaling PR: The impact of Earned, Paid, and Brand Content. Brand messages packaged as news, regardless of whether it was packaged as earned or paid media, resulted in strong brand awareness.

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