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Record Label Marketing, 3rd Edition by Paul Allen, Tom Hutchison, Amy Macy, Clyde Philip Rolston

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Chapter 19Advertising in the Recording Industry

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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