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Record Label Marketing, 2nd Edition by Amy Macy, Paul Allen, Tom Hutchison

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CHAPTER 11

Advertising in the Recording Industry

Amy Macy and Tom Hutchison

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 ...

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