Advertising in the Recording Industry
Comparison of Media Options for Advertising
Determining Costs and Effectiveness
The Role of Advertising in Marketing Recorded Music
BASICS OF ADVERTISING
Advertising is a form of marketing communication. It is described by Bovcée and Arens (1986) as “the nonpersonal communication of information, usually paid for and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media.” The fact that advertising is paid for and persuasive (i.e., the seller controls the content and message) separates it from other forms of mass-media communication ...
Get Record Label Marketing, 2nd Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.