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ADVERTISING

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The business or practice of announcing or revealing to the public that a good or service is for sale. The disclosure is presented in such a way as to persuade the public or business associates to purchase a good or service.

All commercial television and radio, and almost all of the print media is available for advertising purposes. Advertising may be acquired by purchased airtime or page space, or procured free via printed or programmed editorials. Commercially purchased advertising is completely self-serving. Whereas editorial advertisements are usually governed by more rigid rules that aim to maintain objectivity and fairness. One important comparison is to note that the credibility of editorial advertising is at least five times more valuable than that of commercial advertisement.

In the record industry specifically, advertisements may be employed to publicize a new release, debut the opening of a recording studio, preview the appointment of a new record company executive, announce the signing of a new artist, relate the dates and venues of a concert tour, announce the forming of a new record company, announce the merger of competing or complementary companies, enhance the chances of an artist winning an award, or to influence the public opinion of an artist by the means of long-running publicity advertising.

In advertisements made for the sales of CDs, music publishers and record companies may promote CDs via ad insertions in the trade papers, by distributing promotional copies to radio stations (in order to get airplay) and record distributors (to facilitate promotional tie-ins), through direct mail promotional mailers, media announcements, or via time-buys on the radio or TV.

Advertisement for the sale of CDs also includes the targeting of consumers by CD retailers, concert promoters, and also by music publishers and record companies. Finally, concert tours, artist's celebrity appearances at CD retailers and on TV and radio, motion picture commercials, movie theater lobby displays, posters, point of purchase displays, publicity promotional mailers, flyers, buttons, bumper stickers, T-shirt sales, outdoor billboards, transportation billboards, back of concert ticket displays, press releases, Internet web page and wire service releases, and various publicity stunts are also used to advertise the artist's CDs and Internet downloads to the public. Often, these type advertisements are coordinated with the CD's release or concert tour to provide maximum return on the advertising dollar.

Advertising on both the local and national levels often involves initial tests from which planned strategies evolve and are then implemented on a larger scale. See Cross-links: AGENCY under "Advertising Agency."

Unlike many industries where the retailer splits advertising costs with the manufacturer, the record company usually picks up the full tab for record promotion (for both the retailer and the artist). See Cross-links: ADVERTISEMENT, ADVERTISING ENDORSEMENTS, AIRPLAY, JINGLE, MARKET, MEDIA KIT, PRESS KIT, PRESS RELEASE, ARTWORK, DEMOGRAPHIC SURVEYS, RIGHT under "Right To Privacy," "Right To Publicity," DECEPTIVE ADVERTISING, AGENCY under "Advertising Agency," PROMOTION, RECORD PROMOTION, RECORD PROMOTION-A CLOSER LOOK, PUBLIC RELATIONS, PUBLICITY, PUBLICITY-A CLOSER LOOK, PUBLICIST.

In advertising in general, the use of songs and music (called jingles) have become the most effective means to promote a product or service. Many products and services are identified and distinguished from their competitors simply by a catchy tune. These jingles are often the cornerstone to the success of an advertising campaign.

In addition to the jingle, the use of an artist's hit CD, name, image, voice, style and even signature can be an extremely invaluable tool to enhance the appeal of a product or service.

With regard to music licensing, the advertising agency must…

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