What does 'paid media' refer to?

'Paid media' specifically refers to advertising space that is purchased by a brand. This can include various forms of advertising, such as pay-per-click ads, display ads, and social media promotions, where a brand invests financial resources to place their advertisements on platforms where they can reach their target audience. By purchasing this space, brands can enhance visibility, increase brand awareness, and drive traffic to their websites or products.

The other choices describe different aspects of media but do not accurately capture the essence of 'paid media.' For example, media coverage generated without payment relates to earned media, while content created by consumers aligns with user-generated content. Channels managed by a brand encompass owned media, which includes platforms where a brand has direct control, such as its own website or social media profiles. Therefore, option B is the only correct representation of what 'paid media' entails.