As the cost of paid media has continued to go up, regardless of the state of the overall economy, marketers have turned more to media opportunities that they can own. That is, there are ways in which a company or brand can use its name, its values, and/or its position in consumers’ minds to convey advertising messages to its target audience in ways that will enhance sales or other metrics and enhance the performance of paid media, while also leading to greater success with its earned media (explained further in Chapter 7).