Mata Kuliah
Tahun
: O0354 - Public Relations Writing
: 2010
ADVERTORIAL
Pertemuan 15 & 16
Advertorial
• Advertorial  advertising dan editorial
• Gabungan antara promosi dan opini atau pemberitaan
tentang hal yang dipromosikan
– produk
– jasa
– perusahaan
– organisasi
– aktivitas
– program pemerintah
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Advertorial
• Bentuk tulisannya bisa berupa
– berita
– feature
– artikel
• Advertorial sering disebut iklan dalam bentuk
pemberitaan atau tulisan panjang
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Jenis Advertorial
•
•
•
•
Produk
Jasa
Perusahaan
Pemerintahan
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Sifat Advertorial
•
•
•
•
•
•
Informatif
Eksplanatif
Interpretatif
Persuasif
Argumentatif
Eksploratif
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Bina Nusantara University
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• Advertorials differ from traditional advertisements in that
they are designed to look like the articles that appear in
the publication
• Most publications will not accept advertisements that
look exactly like stories from the newspaper or magazine
they are appearing in
• The tone of the advertorials is usually closer to that of a
press release than of an objective news story.
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• Advertorials can also be printed and presented as an
entire newspaper section, inserted the same way within
a newspaper as store fliers, comics sections, and other
non-editorial content
• Many newspapers and magazines will assign staff
writers or freelancers to write advertorials
• A related practice is the creation of material that looks
like traditional media (for instance, a newspaper or
magazine) but is actually created by a company to
market its products. One familiar example are airline inflight magazines, which may feature reports about travel
destinations to which the airline flies.
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Bina Nusantara University
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