ABSTRACT
This chapter focuses on the practicalities of advertising. It outlines one theory, semiotics, which can help to explain how event managers advertising works. The theory of semiotics, mostly associated with Charles Peirce and Ferdinand de Saussure. An advertisement is a means of reaching event managers desired audience by renting someone else's channel of communication to reach their audiences. Advertisements can be used in a number of formats and publications, including magazines, newspapers and websites. The Practitioners in Advertising (IPA) suggests that technological change in the form of digital media channels and social media is developing so rapidly that advertising is changing fast to respond to these changes. Advertorials are written as an article in a journalistic style to appear that they are produced by an independent third party, when in fact they are paid for. Advertorials are definitely a niche advertising area, typically with local newspapers, though some trade publications use them.
