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Advertorial


An advertorial is an advertisement in the form of editorial content. The term "advertorial" is a blend (see portmanteau) of the words "advertisement" and "editorial." Merriam-Webster dates the origin of the word to 1946.[1]




advertorial


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In printed publications, the advertisement is usually written to resemble an objective article and designed to ostensibly look like a legitimate and independent news story. In television, the advertisement is similar to a short infomercial presentation of products or services. These can either be in the form of a television commercial or as a segment on a talk show or variety show. In radio, these can take the form of a radio commercial or a discussion between the announcer and representative. The concept of internet-based advertorials is linked to native advertising; however, whether the two terms are synonymous is contested.[2][3]


Advertorials can also be printed and presented as an entire newspaper section, inserted the same way within a newspaper as store fliers, comics sections, and other non-editorial content. These sections are usually printed on a smaller type of broadsheet and different newsprint than the actual paper, along with different fonts and column layouts. Many newspapers and magazines will assign staff writers or freelancers to write advertorials, usually without a byline credit. A major difference between regular editorial and advertorial is that clients usually have content approval of advertorials, a luxury usually not provided with regular editorial.[citation needed]


In 1996, a UK based company called Parkway Publishing began publishing advertorials for advertisers. Parkway began enlisting clients and created PRPros to function as PR via advertorials with great success. The cottage industry is now widely used and considered very successful. Sheldon Schorr, the president of Parkway, was a leader in the crafting of advertorials and placed hundreds a year in scores of periodicals, especially magazines, utilizing quotes, brand references and trade enhancement, "meant to complement a company or persons' brand passively and more affordably than any other form of editorial content with much greater success than a press release". Historically, advertorials were less frowned upon and newspapers would even "show how magazine advertising is serving the public".[8]


Daytime programs featuring light talk designed to draw in mainly a female audience often use advertorial segments which feature presentations of products, services, and packages by businesses. A representative of a business will have a discussion with a regular host, along with perhaps making a special offer for viewers.[citation needed]


In Australia, daytime programs featuring light talk and advertorials have been in television schedules since the late 1960s. One of the first was Good Morning Melbourne starring Roy Hampson and Annette Allison which began in 1967 followed by Good Morning Sydney in 1978, hosted by Maureen Duvall. Nine Network produced similar shows like In Sydney Today and In Melbourne Today, later merged into Ernie and Denise in 1994. They were followed by a national program which began in 1992 on Network Ten called Good Morning Australia (formerly The Morning Show) with Bert Newton. This success of that show prompted the Nine Network to launch a competing program in 2002 presented by Kerri-Anne Kennerley titled Mornings with Kerri-Anne, later shortened to Kerri-Anne. The Seven Network followed suit with a show starring Denise Drysdale called Denise before the debut of The Morning Show in 2007. Network Ten had 9am with David & Kim from 2006 which was replaced by The Circle in 2010. In November 2011, Nine Network cancelled Kerri Anne which was replaced by a new program titled 'Mornings' which premiered in 2012 presented by Sonia Kruger and David Campbell. It was later rebranded as Today Extra which meant the show was tied closer to Nine's breakfast news program Today.These programs feature a traditional daytime show format of light talk, health, beauty, fashion and recipe segments along with advertorial segments scattered throughout the show. The advertorials are usually hosted by regular advertorial hosts who interact with business representatives. The main hosts of the show usually do not interact with the advertorial hosts or the business representatives. Advertorials are regulated under the Commercial Television Industry Code of Practice, which has been registered by the Australian Broadcasting Authority.[citation needed]


This type of program usually features light talk designed to draw in mainly a female audience, and then presentation of products, services, and packages by local businesses; for example a basement waterproofing system might be discussed by the representative of a company in that business with the hosts, along with perhaps a special offer for viewers. Like in Australia, to prevent any conflict of interest concerns with their counterpart local newsrooms, the hosts of advertorials have no communication with those personalities in the news department on-air, nor do they even mention any breaking news stories or perform a handoff to the newsroom for further details.[citation needed]


On radio, advertorials can feature discussions between an announcer or a DJ and the representative of a business. The discussion may feature testimonials from customers or a personal endorsement from the announcer. The products featured can range from mobile phone/cable/satellite providers, insurance, financing, auto servicing, travel agencies, and upcoming concerts or music releases.[citation needed]


In the United Kingdom, the Advertising Standards Authority requires advertorials to be clearly marked as such. In one case, the Scottish newspaper The Herald published a feature titled "Professional Brief" that had been submitted by Glasgow-based French Duncan Chartered Accountants. According to a complaint, it did not clearly indicate that it was a paid advertisement. The newspaper argued that, because it was a "sponsored column" and it was indicated that the opinions expressed were those of the author, it did not have to refer to it as an advertisement. The ASA responded that, because payment was given in exchange for the publication of the columns and because the content was provided by the marketers rather than the newspaper, they considered the columns advertisements and required that they indicate as much.[15]


  • An advertorial is paid advertising that is designed to look like journalistic content. It can come in print or video form in traditional media or online. Advertorials are designed to reach a specific target market to sell products and services. They also help enhance the advertiser's reputation or push their views and beliefs. Regulators require that advertorials are clearly marked as such so readers and viewers aren't confused about their intent."}},"@type": "Question","name": "Are Advertorials Ethical?","acceptedAnswer": "@type": "Answer","text": "Advertorials raise ethical questions for publishers, especially if the paid content is viewed as contrary to the audience's values. There are also legal requirements to clearly identify paid content. Most publications have editorial policies on advertorial content, and many publishers refuse to run advertorials at all.","@type": "Question","name": "Which Markets Convert Best Using Advertorials?","acceptedAnswer": "@type": "Answer","text": "Due to the number of factors that go into a successful conversion, it is difficult to establish a direct line between advertorials and sales. One study, commissioned by Mode Media, found that mobile users were more likely to show intent to purchase than desktop users. The same study found that people exposed to branded stories showed 77% brand recall.Another study on advertorial copy length, from High Point University, found that advertorials generated better ad and brand attitudes for female viewers than they did for males. The same study found that "lighter" copy lengths tended to improve brand attitudes for female subjects more than they did for males.","@type": "Question","name": "How Much Does Advertorial Advertising Cost?","acceptedAnswer": "@type": "Answer","text": "A study by Harvard Business Review found that the average cost for a native advertising campaign cost $54,014, with lower-tier publications costing anywhere between $70 and $8,000. Although the number of leads generated tended to correlate with the cost of the campaign, researchers did not observe significant gains above $50,000.","@type": "Question","name": "How Do You Write an Advertorial?","acceptedAnswer": "@type": "Answer","text": "There are a few key things that you have to keep in mind if you want to write an effective editorial. Following these steps can set you apart from others:Remain on topic.Add value to your content by knowing your audience and how to write to it.Focus on quality content that's well-structured and tailored to your audience.Add visual aids to drive your message.Be transparent about your intentions. Tell your reader it's an advertorial."]}]}] Investing Stocks

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