What does paid + earned media refer to?

Paid plus earned media refers to a combination where businesses invest in paid advertising efforts alongside the value generated from organic consumer endorsements and word-of-mouth promotion. This synergy leverages the strengths of both paid media—such as display ads, search ads, or social media promotions—and earned media, which is the attention and credibility gained through customer recommendations, reviews, and shares on social platforms that occur without direct payment to those customers.

When paid media is executed effectively, it can increase visibility and encourage consumers to engage with the brand, amplifying the impact of earned media. The authenticity of positive endorsements from consumers can enhance the perceived value of the paid advertising, creating a more robust marketing strategy.

The other options do not capture this dual nature effectively. While advertising and social shares mention separate aspects, they do not emphasize the relationship between paid and earned efforts. Content created by influencers for free focuses solely on unpaid contributions without considering the necessary paid aspect. Paid subscriptions address another model entirely, which involves direct transactions for content rather than the synergistic blend of advertising and organic consumer interaction.