a term that defines three types of media, which division reflects three ways in which a brand can communicate with a customer. “Paid” media are all communication activities for which the ADVERTISER pays. Usually simply associated with various advertising. “Own” media is all the brand’s “content resources” that it manages and belongs to. For example, these are e.g. MICROPAGES, social profiles, as well as company pages. “Acquired” media is all user reactions to brand messages appearing in comments on brand profiles, forums or user blogs.

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