ADPR 3100 Lecture Notes - Lecture 8: Advertorial
10 Jun 2018
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ADPR TEST 3 STUDY GUIDE
Blurred Lines in Advertising
Two Main Problems
1. Consumers have become increasingly skeptical of most forms of communication
2. Advertisers and marketers have crafted more entertaining, interesting, and meaningful
advertising executions
o Its gettig harder to tell hat is ad is’t adertisig
Native Advertising
− Defined:
o Paid ads that are so cohesive with the page content, assimilated into the design, &
consistent with the platform behavior that the viewer feels that they belong
o Paid form of advertising whose appearance is often in the form of editorial content from
the publisher
− Its growing quickly – the et ig tred soial is far outgroig osoial
− Its controversial and potentially deceptive – by presenting ads that resemble editorial content,
an advertiser risks implying deceptively that the information comes from a non-biased source
− Industry guidelines, practices and regulation all still in flux
− FTC workshop of Native Advertising Dec 4th 2013 key concerns:
o Do consumers recognize and understand these messages?
o How can native ads be differentiated from regular content through the use of labeling
and visual cues?
New FTC Guidelines for Native Advertising
− Dec 21st 2015: issued new guidelines for businesses using native
− How to make the disclosures clear and prominent:
o Proximity/placement
o Prominence
o Clarity of meaning
Differing Perspectives
1. Native advertising provides more relevant messages, increases consumer engagement, and
generates awareness and buzz about products – adds value
2. Natie adertisig iproperl eploits osuers’ trust i a pulisher or deeies the outright
to influence their purchasing decisions
Taxonomy of Native Ads
find more resources at oneclass.com
find more resources at oneclass.com
