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Record Label Marketing by Paul Allen, Amy Macy, Tom Hutchison

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10 Advertising in the Recording Industry

Amy Macy, Thomas Hutchison

Basics of advertising

Advertising is a form of marketing communication. It is described by Bovée 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 mediated communication such as publicity, news and features. Advertisements are usually directed toward a particular market segment, and that dictates which media and which vehicles are chosen to present the message. A medium refers to a class ...

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