Advertorial Use in Communicating with the Female Audience

Laura Marcu () and Mircea Constantin Duică ()
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Laura Marcu: Valahia University of Targoviste, Romania
Mircea Constantin Duică: Valahia University of Targoviste, Romania

Chapter 6 in International Conference « Global interferences of knowledge society », November 16-17th, 2018, Targoviste, Romania, 2019, vol. 8, pp 47-59 from Editura Lumen

Abstract: Advertorial is a common form of advertising in the media, due to its characteristics who recommend it as an effective alternative communication. Character fair, apparently objective provided by the wording and presentation gives it a greater credibility than if an ad. If periodical women press, advertorial borrow a set of specific features of traditional advertising (ad) such as, for example, the weight of the image in relation to the text. This study is an overview of the differences between the ad and the advertorial to highlight the advantages of the latter in the context of mutations in the advertising market. Also, it is analyzed how advertorial is used in the specialized press, and precisely what are the differences dues to the dissimilitude of the target audience of each magazine. The study is applied to two Romanian women’s magazines, different in profile readers, and is based on their monitoring in a given period, the content analysis of all advertisements and a quantitative analysis of recorded data. The results highlight how advertorial is adapted of reading public profile, especially what are the main criteria that distinguish the two magazines regarding the advertorial use. It is about the object promoted, areas promoted and format used for advertising.

Keywords: advertorial; communication; magazine; media; Romania (search for similar items in EconPapers)
JEL-codes: D8 F2 I2 O2 O3 (search for similar items in EconPapers)
Date: 2019
ISBN: 978-1-910129-20-3
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Persistent link: https://EconPapers.repec.org/RePEc:lum:prchap:08-06

DOI: 10.18662/lumproc.123

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