Locate an article that discusses paid and/or earned media used within an organization and how it impacts their communication efforts as well as customer-perceived value. Ensure that the article discusses the tools used within that venue and some level of discussion on the measurement and evaluation of these tools. Respond to the following questions:
- How does paid and/or earned media affect the product, pricing, distribution, and promotional strategies of an organization?
- What are the tools commonly used in the paid and/or earned media venues?
- How do marketers measure and evaluate using paid and/or earned media?
- What is your opinion regarding the credibility of paid and/or earned media communication?
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