Monday , January 24 2022

Paid versus Earned Advertising in Nigeria

Paid advertising is any form of advertising that someone or a company has to pay for, and this is different from owned advertising (where an organization promotes its products through its own channel without paying for it) or earned advertising (which is the additional exposure that companies receive in the media without having to pay for it, probably when an event they organized is reported in the media). In paid advertising, advertisers pay media houses for ad space in exchange for use of that space. On the other hand, earned advertising involves for example, news coverage of a new product launch, or websites discussing a new product launch and social media messages about the benefits of using certain brands. Owners of such brands may not have paid for such coverage, so it is called earned advertising. Paid advertising is a major income source for these organizations. Broadcast media houses offer a wide range of advertising spots for businesses to promote their brands. These stations air commercials on daily basis and this is a major income source that sustains them.

About Chinenye Nwabueze

Nwabueze is a communication researcher with several years of lecturing experience in Nigerian universities.

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