What type of media did Charlotte find most helpful when considering the purchase of a new Tesla?

Charlotte likely found earned media most helpful when considering the purchase of a new Tesla because earned media refers to the publicity gained through promotional efforts other than paid advertising, and it encompasses reviews, testimonials, and word-of-mouth recommendations. Positive coverage in news articles, blog posts, and discussions on social platforms can significantly influence consumer decisions by building credibility and trust.

When consumers research large purchases like a car, they often turn to independent reviews and feedback from others who have experienced the product. This form of media typically offers organic insights that reflect genuine customer experiences rather than marketing messages, making it a valued resource for prospective buyers looking for trustworthy information. This is especially relevant for a brand like Tesla, which has generated considerable buzz and discussion in various media channels.

In contrast, paid media involves advertisements that are purchased to reach an audience, owned media pertains to content created and controlled by the brand itself, and social media is a platform where both earned and owned media can be shared. However, earned media carries a level of authenticity and peer endorsement that can powerfully sway purchasing decisions, particularly in the automotive market.