Study: Earned media boosts ads' impact

04/21/2010 | Mashable

Advertisements on social networks are most effective when users are exposed to earned and paid media, according to a study of 800,000 Facebook users' responses to marketing campaigns on the site. The study found that exposure to a combination of paid and earned media quadrupled the paid advertisement's ability to influence purchasing intent. "The bottom line is that the more the user was exposed to paid and earned media -- with a combination of both packing a powerful punch -- the greater the ad recall, awareness and purchase intent," writes Jennifer Van Grove.

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