Duke University / Building Entertainment Brands / University of Rochester / shed Entertainment Brands / Schlegel Hall / /
IndustryTerm
earned media strategies / context advertising effects / informative advertising effects / advertising effects / word-of-mouth and paid advertising / earned media / paid media / social media / social networks / social network / advertising efforts / found advertising / time-shifting technology / media coverage / social media marketing / advertising exposures / /
Organization
Duke University / Richard Staelin Fuqua School of Business / graduate School / University of Rochester / /
Person
Ai / Ron Goettler / Jason Roos / Sanjog Misra / Song Yao / Mitchell J. Lovett Simon / Richard Staelin / / /
The Role of Paid and Earned Media in Building Entertainment Brands: Reminding, Informing, and Enhancing Enjoyment* Mitchell J. Lovett Simon graduate School of Business, University of Rochester, 305 Schlegel Hall, Rochest