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For lower-involvement brands (defined as products which are bought frequently and with a minimum of thought and effort), the correlation between ad spend and brand value is higher than the correlation between media prominence and brand value*.
The reverse is true for higher-involvement brands (defined as products for which the buyer is prepared to spend considerable time and effort in searching and evaluating brands), where the correlation is much stronger between media prominence and brand value than ad spend and brand value*. For High-Involvement brands, media attention contributed to Brand Value more than advertising
For complex products, such as technology products, the relationship becomes stronger: Likely reason: The more complex the product, the more likely that the buyer will research the product category, looking for trustworthy information
The bottom line: 1) PR is a cost-effective marketing tool and delivers strong ROI; 2) A sizable amount of Brand Value is tied into media coverage; 3)Technology brands benefit more from PR than advertising.
“For companies, resistance to social
media is futile. Millions of people are creating content for the social Web. Your competitors are already there. Your customers have been there for a long time. If your business isn't putting itself out there, it ought to be.” B.L. Ochman, BusinessWeek, February 2009
“There's only one medium where,
theoretically, 2 million Americans could get up off their chairs one day and decide, ‘Damn it! I'm going to do it!’” Joe Trippi says. “The Internet.” From Joe Trippi's Killer App by Linda Tischler Fast Company, October 2003
“Other politicians I have met
with are always impressed by the Web and surprised by what it could do, but their interest sort of ended in how much money you could raise. He was the first politician I dealt with who understood that the technology was a given and that it could be used in new ways.” Marc Andreessen Founder of Netscape
1,236,184 602,057 474,527 326,805 296,890
235,066 200,834 158,682 144,609 130,396 129,674 82,306 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 The New York Times Engadget The Washington Post The Huffington Post CNN Reuters Los Angeles Times Time Chicago Tribune USA Today San Francisco Chronicle BusinessWeek Which Media Sources Do Blogs Trust?