Here’s an effective “ad within an advertorial.”
At first glance, this newspaper page appears to have an article, “Natural Golf earns coveted ‘Top 25 Golf School’ for 2002,” as well as an unambiguous
ad in reverse type, “FREE GOLF VIDEO.”
But the entire page is really a lead generation ad and the call to action is equally clear to the golf prospects this ad flags: call the toll-free phone number, also in unmissable reverse type, at the bottom of the page.
Yes, the top of the page disclaims “PAID ADVERTISEMENT,” but it’s the advertorial formatting that matters most and this complex ad was successful because it has the appearance of bearing news in addition to dangling an irresistible free offer.
Leave a Reply