Advertorials are marketing hybrids created from the combination of an advertisement and an editorial. The term was coined in the 1960s in the USA from the words' advertisement' and 'editorial.' Basically, advertorials define adverts written in the style of an editorial. They combine the engagement of an editorial article with the information an advertisement presents.
Often disguised as magazine, newspaper, or website content, they look just like the publication's own material, when they are actually paid advertisements. An advertorial, also known as branded content, isn't just an ad, but a carefully told story in a chosen language with the aim of triggering the response of the reader.
Generally, a company pays to deliver a message about their products or brands. The payment is usually made to a magazine, newspaper, or website in exchange for the space required to present a word about a product or brand to the target audience who reads it.
When an advertorial resembles the rest of the media, it becomes easy for advertisers to use the connection already established by the media with its readers. This makes it simple to reach customers more directly with an advert message. Although this may sound simple, a properly written advertorial can be particularly useful in attracting new businesses or sponsors.
Advertorials come in different forms, giving marketers endless opportunities to relate to target consumers through the act of storytelling. A creative advertorial can establish a connection between businesses and customers that can't be made possible with other forms of advertising.
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