Abstract: Different formats in media are being presented and systematized in the article – including advertising (paid content) and PR (information from external sources, which becomes part of the editorial content), as well as some hybrid ones. Borderlines between them are outlined, which contributes to their better understanding and management and which has some important ethical aspects. In this relation some of the main terms used in this area are explained – in order to standardize the understandings by journalists, advertising and PR specialists. Special attention is paid to the product placement and to the issue what has to be perceived as “surreptitious audiovisual commercial communication” in electronic media and what can be the conclusions from that. The positions are presented taking into consideration the specifics of the media landscape in the country.
Keywords: advertising, PR, media, editorial content, commercial communication, product placement.
Rhetoric and Communications E-journal, Issue 24, September 2016, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464