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Advertorial:

A promotional advertisement published in a magazine, newspaper, or online that is designed to represent editorial content.

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The primary purpose of an advertorial is not just to promote a product, but rather to educate and inform the reader. 

 

An advertiser still pays a publisher to publish their ad. But the content is more detailed than a traditional ad in order to help the consumer better understand the product.

Characteristics of an advertorial:

  • Includes a “call to action”.
  • Disguised to look like an article.
  • Includes disclaimer words, such as “sponsored, promoted by, or paid ad”.
  • Contains opinions and research about a product.
  • Designed to represent editorial content.

L’Oréal Paris printed this advertorial in a copy of Seventeen Magazine. This advertorial provides readers with suggestions and value so they better understand the product. 

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CoSchedule is an industry-leading marketing management and editorial calendar platform. It's mission control for your entire marketing team to help you organize every project in one place.

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