Owned Media refers to channels that a brand controls, such as its website, blog, email list, and social media profiles. These are assets you own and can publish content on freely.
Earned Media is publicity gained through promotional efforts other than paid advertising, such as word-of-mouth, press coverage, reviews, shares, and mentions on social media.
Paid Media includes all forms of paid advertising, such as PPC ads, display ads, sponsored posts, and influencer partnerships. These channels require payment to reach audiences.
Summary Table:
| Type | Examples | Control |
|---|---|---|
| Owned | Website, email, GBP, blog | High |
| Earned | Reviews, PR, shares, UGC | Low–medium |
| Paid | Google/Meta ads, boosted posts | High (while funding) |
Example (Lalitpur bakery): Owned = site + WhatsApp catalog; Earned = Google reviews; Paid = Meta message ads in a 3 km radius. Best results when all three tell the same offer story.
