Which of the following describes when a brand leverages customer feedback in its marketing?

The correct answer is earned media, which refers to the exposure that a brand gains through customer feedback, reviews, or mentions, rather than through paid advertising efforts. When a brand successfully leverages positive customer feedback, it often translates into word-of-mouth marketing or user-generated content. Customers sharing their positive experiences can lead to organic buzz around the brand, enhancing its reputation and credibility without direct payment for that communication.

This form of media is significant because it allows brands to build trust with potential customers through authentic endorsements, as people generally trust peer recommendations far more than traditional advertising. Conversely, shared media refers to content that is circulated across social platforms by users and is not directly linked to the brand’s ownership or control over the message. Owned media encompasses the channels that the brand fully controls, like its website or social media accounts, while paid media involves direct promotion through advertisements that brands pay for, making them less reliant on organic feedback from consumers.