Advertorial is an advertisement presented in the style of journalism. This word combines two words, “Advertising” and “Editorial.”
Advertising is the presentation of material persuasively to the public through mass media to promote goods or services.
Editorial is a statement of opinion, which is the attitude of the editor. So, advertorial often has an editorial feel because it presents views, even though it aims to promote products or services.
The technique of delivering messages is presented in the form of news. Ad copy is written quite long as news in the newspaper.
Advertorial is a form of journalistic style advertising in the mass media. It often appears in the media, such as magazines, newspapers, or websites. Advertisers usually write a word of “advertorial” to distinguish it from the conventional advertisement. The content is very diverse, ranging from alternative medicine services, health, event organizing services, to tourism.
Its primary purpose is to introduce and promote the company’s products, services, or activities to its audience. It seeks to accompany, translate, and interpret advertisements contained in the mass media. For a product, marketers use it to educate potential customers about its features or attributes.
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Advertorials are effective channels for companies to connect with consumers. Unlike traditional advertisements, they can advertise products like a story.
An advertorial is more detailed than conventional advertising and, as such, helps consumers better understand the product.
Content may be written by advertising agencies or the clients themselves. They then buy advertising space on websites or in newspapers or magazines.
Advertorial has a higher chance of success compared to conventional advertising. It leads the audience to believe the information because it is presented objectively and has high credibility. This format has high reliability, especially in conveying directly-unobserved product information or product attributes.
Because of having prominent content, consumers pay more attention to advertorials than traditional ads. This type of advertising usually also includes more information about the benefits of the product or service than conventional advertising.
Advertisers will usually ensure that the ad has the right tone and content for a consumer audience. The copywriter will adjust the ad copy to the target audience. Therefore, for example, an advertorial in a business magazine will have a different tone than in a celebrity gossip magazine.
Advertorial content will adjust the publication editorial in terms of style. For example, the way headlines are written, the type of font used, the way columns are organized, and other visual elements. Often, advertorials can attract readers by telling a story and end with a call to action, such as telling the reader how and where to buy the product or service offered.
There are various types of ad message styles from an advertorial, including:
- Informative. It notifies or introduces the products, services, and activities offered. Usually, informative advertorial uses a straightforward writing style.
- Argumentative. This style is to prove something by providing arguments and analytical descriptions.
- Explorative. This style is revealing and explaining in depth the information provided to the public. It usually answers the question of why and how.
- Explanation. This style seeks to explain and describe products, services, and activities directly.
- Interpretive. It seeks to interpret information on products, services, and activities carried out, usually by giving several comments or information.
- Persuasive. Advertorial is to persuade the audience to stimulate what advertisers want.
- Influential. This type is to encourage the action of the audience and direct the emergence of action.
- Praise. It is complimenting the information provided so that the audience becomes interested.
Advertorial writing is the same as journalistic writing. It usually uses the concept of 5W1H (What? Who? Where? When? Why? How?). Meanwhile, the contents typically consist of:
- Intro. This section seeks to draw the reader’s attention to the article. Writing an intro can use descriptive language style, narrative, question, epigram, quote, or greeting.
- Body. It is part of the content of an advertorial. This section tells in detail relevant information.
- Closing. It is the climax of content. This section can be in the form of conclusions, surprises, statements, or follow-up questions.
In writing, advertisers can use the inverted pyramid, where the main point lies in the opening section. Alternatively, the author can use a regular pyramid structure – the main point at the end – or chronological structure – narrating in chronological order.