MAR4613 – Comprehensive Marketing
Communication & Media Channels Study Guide
2026 | Paid, Earned & Owned Media Questions
Provided with Rationales Graded A+ Latest
Updated 2026
3 Types of Communication Channels
1 - Paid Media
2- Earned Media
3- Owned Media
Paid Media
traditional ads, search ads, digital banners
earned media
- User-generated communication about your brand
- Social media posts, mentions, reviews, retweets
- Obtained through customers, not controlled by the firm
- Often accessed via APIs (Twitter, Reddit, Instagram)
Earned Media Metrics
- Valence
- Variance
- Volume
- Followers
Valence
Posting sentiment positivity or negativity
Variance
- Posting sentiment dispersion, variance, or range (high = polarized opinions)
- Captures the average deviation from the mean
Volume
Number of posts whether positive or negative
followers
, Number of users following our account or page
Variance Formula
s² = Σ(xᵢ − x̄ )² / (n − 1)
Owned Media - Apps: Key Research Questions
- Downloads
- Use (retention, sessions, revenue per user)
- Actions (in-app purchases, taps on ads)
Owned Media - Email: Key research questions
- Subscriptions
- Opens
- Clicks
- Time-of-day behavior
- Revenue connection
Owned Media - Website: Key Research Questions
- Arrivals
- Page views / Time on site
- Actions (purchases, signups)
_______________ is the reason for marketing research
making better decisions
success depends on 2 factors:
- what we do
- what they do
θ
unknown parameters
ỹ
unknown future values of the data
p(ỹ | y)
posterior predictive distribution for unknown future values of the data
Posterior Predictive Distribution Equation
Communication & Media Channels Study Guide
2026 | Paid, Earned & Owned Media Questions
Provided with Rationales Graded A+ Latest
Updated 2026
3 Types of Communication Channels
1 - Paid Media
2- Earned Media
3- Owned Media
Paid Media
traditional ads, search ads, digital banners
earned media
- User-generated communication about your brand
- Social media posts, mentions, reviews, retweets
- Obtained through customers, not controlled by the firm
- Often accessed via APIs (Twitter, Reddit, Instagram)
Earned Media Metrics
- Valence
- Variance
- Volume
- Followers
Valence
Posting sentiment positivity or negativity
Variance
- Posting sentiment dispersion, variance, or range (high = polarized opinions)
- Captures the average deviation from the mean
Volume
Number of posts whether positive or negative
followers
, Number of users following our account or page
Variance Formula
s² = Σ(xᵢ − x̄ )² / (n − 1)
Owned Media - Apps: Key Research Questions
- Downloads
- Use (retention, sessions, revenue per user)
- Actions (in-app purchases, taps on ads)
Owned Media - Email: Key research questions
- Subscriptions
- Opens
- Clicks
- Time-of-day behavior
- Revenue connection
Owned Media - Website: Key Research Questions
- Arrivals
- Page views / Time on site
- Actions (purchases, signups)
_______________ is the reason for marketing research
making better decisions
success depends on 2 factors:
- what we do
- what they do
θ
unknown parameters
ỹ
unknown future values of the data
p(ỹ | y)
posterior predictive distribution for unknown future values of the data
Posterior Predictive Distribution Equation
