What is soft advertising? What are the quotations from various media?

Although advertising and news are two different modes of communication, there is also the possibility of mutual conversion under certain conditions. They complement each other and can bring great benefits to enterprises. The following three aspects can fully explain the relationship between news and advertising.

First of all, wonderful advertising ideas generate news.

Advertising that can become news needs to rely on its creativity. Advertising behavior with wonderful creativity and freshness has the characteristics and value of news itself and may become news. Such as advertising shirts floating into the Great Hall of the People, the successful ideas of sending musical pens, etc., and finally becoming hot news, is the best annotation for this.

When Israel and Palestine sat down to sign a peace treaty after dozens of wars, Israeli Prime Minister Rabin recognized the PLO agreement with a stroke of his hand. Locke, an advertiser, discovered that Rabin used an American-made "Paile" pen when he signed it, which gave the advertiser an unusual idea. Later, an eye-catching advertisement appeared in major newspapers: "There is only a thin line between war and peace, and this line was drawn by Paler." Because this advertisement attracted great public attention with the help of the hot spots that attracted worldwide attention, Associated Press made a special report on this highly creative advertising activity, "The road to peace was swept away, and the advertising inspiration started instantly". The acumen of advertisers is captured by sensitive reporters, and a pure advertisement leads to a valuable news.

Second, the content of advertisements triggered a news war.

At the end of April, 2000, Hainan Yangshengtang Co., Ltd. used the difference between the two kinds of water quality in its Nongfu Spring TV advertisement to explain that "drinking pure water for a long time is unhealthy and will stop production in the future". As soon as the advertisement appeared, it attracted attention from all walks of life and caused controversy. "One water stirs up a thousand waves." For some time, the news media have paid great attention to this event, which has aroused general interest and is closely related to the daily life of citizens. Although there is no clear conclusion about which is better or worse, Yangshengtang, which triggered this news event, not only made consumers more clear about the concepts of "pure water" and "natural water", but also made free publicity for it through "using" the media. Therefore, advertising and news have changed under the catalysis of a certain yeast. However, whether this activity is intentional or not, business owners should pay attention to its legitimacy and corporate reputation to avoid negative effects.

Third, creativity or advertising planning from news is entirely based on news.

When an enterprise expresses its corporate philosophy, some related news can also become the creative content of advertising planning. Tuscany, the creative master of the famous Italian Benetton Group, planned an advertisement for the fashion group, expressing concern about a theme of universal significance to human beings, trying to overcome people's indifference and make human society as colorful, soft and warm as Benetton fashion. For example, 1992, he selected seven news photos from tens of thousands of news photos published by the media all over the world. These photos have a specific time, place and theme, such as war, violence, energy, disaster, conflict and so on. The master planner quoted the original author's explanation, and only put the Benetton international general trademark with a uniform proportion and green background in a corner of the news photo as an advertisement for Benetton. There is a "bird" advertisement, and the caption written by photographer Steve McCuz reads: "The Gulf War made hundreds of barrels of oil float on the surface of the bay. A dying bird covered in oil is waiting to die. This bird symbolizes the disaster of environmental pollution caused by war. " Benetton's creativity and content all come from news photography, and advertising planning is based entirely on news, which embodies Benetton's corporate philosophy of caring for society and people's livelihood as a citizen of the earth. This success comes from the planner's deep understanding of news.

Nowadays, many advertisements in enterprises are news soft advertisements, which are "text advertisements" written by market planners of enterprises or copywriters of advertising companies, as opposed to hard advertisements. Compared with hard advertisements, soft advertisements will make consumers feel bored. When commenting on news events, they will often inadvertently remind consumers of enterprises and enhance the visibility of enterprises in the form of news reports. For example, advertising, compared with pure advertising, often has a powerful marketing tool.

There are two definitions of soft advertising, one is narrow and the other is broad.

1. Narrow sense: refers to the plain text advertisements published by enterprises in newspapers, magazines and other propaganda carriers. This definition is an early definition, which is the so-called paid text advertisement.

2. Broad definition: refers to the publicity and explanatory articles published by enterprises in newspapers, magazines, networks and other propaganda carriers, which can enhance the brand image and popularity of enterprises or promote the sales of enterprises, including specific news reports, in-depth articles, paid short advertisements, case studies, etc.

Soft-text advertisement is an advertisement that attracts the attention of potential consumers, enhances the sales force of products, improves the reputation of products, realizes the strategic and tactical objectives of products and guides consumers to buy.

News advertisements play an important role in today's advertising communication. I believe that the combination of advertising and news can bring more vitality to the propaganda and development of enterprises.