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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.
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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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