What is the relationship between paid and owned media?

The relationship between paid and owned media is best reflected in the concept of promoted brand content. Paid media refers to advertisements or any content that is paid for and delivered through various channels to reach a specific audience. Owned media, on the other hand, consists of the channels and platforms that a brand controls, such as its website, social media profiles, and blogs.

Promoted brand content represents a strategic approach where brands can invest in their owned media by amplifying it through paid channels. This integration allows brands to leverage their directly controlled assets (owned media) while enhancing their reach through paid promotions. By promoting content that the brand already owns, companies can effectively increase visibility and engagement, leading to a greater impact on their audience.

The other options focus on different aspects of marketing but do not encapsulate the synergy between paid and owned media as clearly as promoted brand content does. For instance, payment for website placement refers to paid media but does not involve owned media directly. Similarly, consumer-generated content and paying for product reviews pertain more to engagement and reputation management within a broader marketing framework rather than directly illustrating the relationship between paid and owned media.