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EPO and the 4 A's
The document discusses different ways for an audience to engage with and take action for a brand or message. It asks if the audience is able to discover, engage with, refer others to, and take action for whoever or whatever is trying to reach them. It then distinguishes between paid, owned, and earned channels that brands can leverage, with paid referring to channels the brand directly pays for, owned being channels the brand fully controls, and earned being unpaid channels.
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EPO and the 4 A's
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