CHAPTER 11
Advertising in the Recording Industry
CONTENTS
Comparison of Media Options for Advertising
Determining Costs and Effectiveness
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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