Advertorial Origination (ADVO)

Activity available under: Marcoms Accelerator, Content Creation, Media Communications and Marketing Management services.

Scope: up to 200 words

Credit value: 3

Description

An advertorial is an advert/editorial hybrid. Advertorials appear in trade press publications and in show guides, are identified as being of an advertorial nature and the space is sold in pretty much the same way as for an advert. Product plugging is allowed (it’s what you’re paying for) but it is still recommended to offer advice and guidance within the piece. The length of a piece of advertorial varies from about 200 words (that’s about a sixth of an A4 page in print) to about 1,500 words (that’s about the same as a two-page article).

Definition

‘Origination’ means most (but not all) of the copy is written from scratch. Background material may be referred to during the writing process (i.e. background reading/research) and even reproduced word-for-word in some cases (to guarantee accuracy/consistency). Compared to a ‘Rework’, considerable time is allowed for background reading/research and, if necessary, interviews.

The Process

Copy is typically generated against a verbal brief. In some cases, a written brief may be supplied/required. The writing process will include at least one interview with you and/or your colleagues, but not customers or third parties; please refer to Case Study Origination.

You are responsible for the provision of images, photos and diagrams (at suitable resolution) that may be required. Minor image manipulation is included within the scope of this activity.

The material will be produced under strict version control. Towards the end of the process, you will be asked to approve a specific draft version or supply an amended version that will be taken to be fully approved.

The Deliverable

This will be a Word document with embedded low-resolution images and high-res images as accompanying files. The advertorial, as IP and in its Word document format, is yours to layout as you see fit and supply to a publication, or we can do that for you as a Trade Press Placement (TPP) under our Media Communications service.

Additional

If more words are required, the draw will increase by 1 credit per additional 100 words. We can also create graphics and images for the advertorial (see Artwork) and we can also source stock images/photography at cost.

Last updated: 9th April 2026