O'Reilly logo

Paid, Owned, Earned by Nick Burcher

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter Four

Content

TV advertisements as branded content

Traditionally, paid media was the primary (and generally only) mechanic for distributing advertising messages at scale. However, aspects of paid media advertising could still persist and permeate into culture. This pre-internet version of earned media manifested itself through aspects of advertising creative spreading; catchphrases and catchy straplines could enter everyday conversation, and TV advertisement soundtracks became best-sellers (for example, Levi’s advertisements created a string of hits for a diverse group of artists from the Steve Miller Band to Babylon Zoo to Flat Eric!).

In the 1990s Guinness were experts at producing iconic TV advertising, and a 1994 advertisement called ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required