It may be called sponsored content, sponsored feature, advertorial, or native advertising. But if you agree a deal to buy a page in a publication, then you have the option to do something much more engaging than placing a traditional advertisement.
I regularly help major brands deliver important messages about their products and services, in print. Often, that message can include engagement such as a competition entry, discount opportunity or the downloading of an app or voucher to encourage use.
If you are considering using native advertising, or sponsored content, you need to use an experienced writer who understands the difference between this and editorial, and can finesse copy that treads the line between informing, and selling.
Here’s how it can work: