Final answer:
Earned media refers to organic publicity and media coverage that a company or brand receives through positive word-of-mouth and customer reviews. Marketing managers do not have direct control over earned media, but can contribute to it by creating compelling content. Earned media is valued for its credibility and trustworthiness.
Step-by-step explanation:
Earned media refers to the publicity and media coverage that a company or brand receives through organic means, rather than through paid advertising. It is the result of positive word-of-mouth, customer reviews, press mentions, and social media shares. One of the characteristics of earned media is that it is out of a marketing manager's control.
Unlike paid media, such as advertisements, earned media is not directly created or controlled by marketing managers. It arises naturally when customers or influencers spread positive information about a brand. Marketing managers can, however, contribute to earned media by creating compelling and shareable content that encourages customers to talk about and promote the brand.
Earned media is often considered more trustworthy and credible than other forms of media. This is because it is seen as unbiased and based on customers' genuine experiences and opinions. It may take time and effort to earn media coverage, but when it happens, it can be a valuable asset for a brand.