Chapter 19Advertising in the Recording Industry
Contents
Consumer Advertising: The Media Buy
Comparison of Media Options for Advertising
How Advertising Effectiveness is Measured
Basics of Advertising
Advertising is a form of marketing communication. As described by University of North Carolina at Pembroke, “Advertising is mass media content intended to persuade audiences of readers, viewers or listeners to take action on products, services, and ideas. The idea is to drive consumer behavior in a particular way in regard to a product, service or concept” (Canno, 2014).
The fact that advertising is paid for and persuasive (i.e., the seller controls the ...
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