In advertising, which of the following best describes 'earned media'?

Earned media refers to the exposure a brand gains through efforts outside of directly paying for it, primarily through public relations and organic means. This type of media is not bought or controlled by the brand but is instead obtained when customers and the public talk about or share the brand voluntarily. It encompasses word-of-mouth recommendations, customer reviews, media coverage, and social media mentions, all of which contribute to building the brand's credibility and reaching potential audiences without direct costs.

In contrast, the other choices refer to paid or controlled methods of media. Channels controlled by the brand involve content and advertising directly managed by the brand itself, while paid advertising strategies explicitly require money to be exchanged for exposure. Programmatic buying relates to automated processes for buying advertisements, which also involves spending money. Therefore, the best description of earned media focuses on its organic nature and how it is earned through reputation and relationships rather than purchased or controlled directly by the brand.