What is the definition of owned and earned media?

Owned and earned media are integral components of a brand's overall marketing strategy. The definition aligns with the concept that owned media refers to the channels that a brand controls and creates, such as its own website, social media profiles, and content. Earned media, on the other hand, is the publicity gained through efforts like word-of-mouth, customer reviews, and social shares, which amplify the brand's message without direct payment.

In this context, when a brand makes a post and has consumers share the message, it highlights the phenomenon of earned media. The brand initiates content creation within its owned media channels, and the act of consumers sharing that content helps organically spread the brand's awareness to a broader audience.

Other options do not accurately define the relationship between owned and earned media. Paid advertising represents a different category known as paid media, which includes media that is purchased to reach audiences directly. Media content created by external sources is typically categorized as earned media but does not encompass the full definition of owned media, which specifically pertains to the brand's control over its content. Overall, option A captures the synergy between owned and earned media effectively by illustrating how brands leverage their content to engage consumers who then amplify that message.