Funnel stage: Notices
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What sponsorship actually buys
Bought with the heart, judged with the wrong spreadsheet. Sponsorship buys association and presence — not a cost-per-lead from a logo.
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PR is a Notices lever you don’t control
Paid media you control and pay for. Earned media you influence and pray for — a Notices lever worth more precisely because you don’t own it.
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Paid social owns cold reach
The one channel where you choose, in advance and with a budget, exactly which strangers meet the brand this quarter — and the one most often misread.