Professional Diploma in Digital Marketing (DMI Pro) Practice Exam

Paid media involves paying to place or promote messages to reach audiences. Display ads are classic paid media because you pay to place banners on websites. Retargeting is also paid media since you’re paying to show ads to people who have already visited you. Social media can include paid advertising, but it also covers organic posts and engagement. Word of mouth, however, happens when customers share or recommend a brand without any payment or sponsorship, so it’s earned/organic rather than paid. Therefore, word of mouth is not a paid media example.