page ranking 28 paid, owned, earned (POE) 74, 134, 134, 167 Paivio, Allan 245, 245 Pakistan: disproportionate growth in 251 middle-class consumers in 252–3 Millennials in 46 and non-internet channels 18 and velocity 254 Palm-Jensen, Matias 224–8, 224 Palmer, Tony 21 Pandey, Piyush 192, 193, 201, 249–50 Pantene 66 Parker, Alan 112 Parker, George 220 Patagonia 188–9, 188, 189 Patches 45 Pepsi 25, 62 Periscope 42 as ephemeral network 41 Perrier 86 Petit Tube 73 PewDiePie 38, 42 Philippines: and chicken fights 262 disproportionate growth in 251 middle-class consumers in 252–3 and Wardah 262 Philips 31, 64–5, 65