An advertorial is an article that looks, feels and reads like any other editorial but is, in fact, an advertisement.
Advertorials are designed from the outset to take the form of an independent news article. Subtle disclaimers such as the word “sponsored” are often, but not always, used.
Radio advertorials may feature an interview by a presenter of a representative of a business.
The analogue of an advertorial on television is an infomercial. These are typically as long as a normal television programme.
We interviewed Branding and Advertising expert Andy Rice about advertorials and infomercials, and whether or not they work.
Listen to the audio (scroll down) for more detail.
Generally speaking we laugh off infomercials. They do, however, work.— Andy Rice (branding and advertising expert )
Direct response television is not really about selling to you, but rather about selling you to retailers.— Andy Rice (branding and advertising expert )
The quality of brands doing infomercials is improving.— Andy Rice (branding and advertising expert )
Advertorials are designed to imply that they’re part of the editorial. It’s the print equivalent of the live-read on radio. The Advertising Standards Authority does keep an eye on these; they must indicate it’s an advertorial.— Andy Rice (branding and advertising expert )
It’s often said that the four most important words in marketing are ‘as seen on TV’.— Andy Rice (branding and advertising expert )