Includes any type of paid advertising or communication materials. It includes traditional campaigns in television, radio, outdoor signage, paid search, and print. It also includes typical celebrity endorsement and community sponsorship agreements.
WHY IS IT IMPORTANT
Bought media has traditionally been the easiest segment of promotion to deploy with a scalable structure (for the most part, there are always more channels of advertising.) As it is historically the segment with the largest budget, it also has the benefit of being the most understood and studied of the four media types, effectively producing the historical framework of what works. Read more