True or false? "Earned" media is exposure your brand has paid for, e.g., advertising or promotions.

The statement is false because "earned" media refers to publicity gained through promotional efforts other than paid media. It encompasses organic exposure that a brand receives from activities such as public relations, shares, mentions, and word-of-mouth—essentially, it is media coverage that is not directly paid for by the brand. This makes it fundamentally different from paid media, which involves advertising and promotions where the brand invests money to gain exposure. Earned media is often seen as more credible and trustworthy since it stems from third-party endorsement rather than a direct payment for promotion. The confusion with paid media can arise, but understanding the distinction is crucial in the context of marketing and media strategy.