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How to Get Inside Someone's Mind and Stay There by Jacky Fitt

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CHAPTER 16

Advertorials

What Are They?

An “advertorial” combines the words of an advert and an editorial. It is the name given to a piece of writing that replicates the editorial style of a printed or online newspaper or magazine—in terms of title, font style and size, picture formatting, and even column width. The piece is, however, paid for and the content provided by the featured business. These features will have “advertising promotion,” “advertisement feature,” “sponsored,” or “sponsored feature” displayed at the top of the page or screen to make readers aware that they are really looking at a long-copy advert.

Most effective in combining news or human interest stories, the advertorial’s popularity for businesses lies in the fact that, advert ...

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