Which of the following scenarios might lead one to consider sites like Facebook to be "earned" media?
A) The brand develops a Facebook page with similar content to its branded website, in order to extend the brand's image.
B) Ads are displayed on third-party Facebook pages.
C) Ads on Facebook pages are targeted according to the visitor's online surfing behaviour.
D) Consumers visit a branded Facebook page, "like" it, and further communicate their positive consumption experiences.

Question

Quizplus · Accepted Answer

Consumers visiting a brand's Facebook page, liking it and sharing their positive experiences is an example of earned media because it implies that the brand has earned the attention and engagement of its audience through its online presence and reputation. In contrast, options A, B, and C all involve paid media, where the brand is paying for visibility on Facebook in various ways, such as through creating a page or placing ads.

Which of the Following Scenarios Might Lead One to Consider