At the Institute for International Research’s The Branding Trilogy conference in Santa Barbara, CA, Jill Vollmer, vice president of brand marketing for Mondera.com said,
“Publicity has helped us achieve 5 times the ad value of media placement for every $1 spent. If you consider that the message is coming from a third party (not paid, but endorsed), the additional credibility may result in 10 times the value.”
Proactive publicity can be one of the most powerful and cost effective brand building tools.
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