Which type of media requires a financial expenditure for promotion?

Paid media is the type of media that necessitates a financial expenditure for promotion. This category includes advertising through various channels where businesses pay to display their messages, such as social media ads, search engine marketing, display ads, and traditional media like TV and print. The core characteristic of paid media is that it allows marketers to reach a broad audience quickly by leveraging existing platforms.

In contrast, earned media refers to publicity gained through promotional efforts other than paid media, often through public relations, organic social sharing, and customer feedback. Owned media involves channels that a brand controls entirely, such as its website or email newsletters, where there is no direct payment involved for the messaging itself. Direct marketing can encompass both paid efforts (like mailing costs for direct mail campaigns) or owned channels (like email lists), but it does not inherently require a financial outlay in all cases. Therefore, the defining feature of paid media is the need for an investment to gain visibility and engagement.