what is soft Wen, as its name implies, it is relative to the rigid advertising, by the company’s marketing planning personnel or advertising company ‘s copywriter to be responsible for writing the "text ads". Compared with hard advertising, soft Wen is called soft, subtlety lies in a "soft" word, like a ruthless character behind a gentle appearance and not dew, and overcomes invisibly. " Chinese network marketing network " Tinlu news portal soft release service for the enterprise. Wait until you find this is a soft text, you have not cold at the fallen into a carefully designed "soft text ads" trap. It is the pursuit of a silent, salutary influence of education communication effect. If hard advertising is WaiGu Shaolin Kungfu; so, soft Wen is Wudang Killing with Kindness, a ruthless character behind a gentle appearance, act tough and talk soft internally and externally, is the most powerful marketing tool.
There are two definitions of
soft, one is narrow sense, and the other is generalized.
1 narrow sense: refers to the enterprise to spend money in newspapers or magazines and other propaganda carrier published in the text of the advertisement. This definition is an early definition of what is known as paid text advertising.
2 broad definition: refers to the enterprise through the planning can enhance the corporate brand image and visibility published in newspapers and magazines or Internet publicity carrier, or can promote the enterprise sales has a propaganda, interpretation of articles, including specific news reports, articles, essays, advertising pay depth case analysis etc..
from the last century until the late 90s until now, soft Wen in China’s marketing dictionary occupies a very important position, because it has been at a low cost for a number of products to create a market miracle.
in many industries, the soft is very popular marketing tool. But the real strategy is the pinnacle of the soft, Chinese medicine and health products industry, to create a melatonin myth in this field, which makes the medicine health products marketing later speech will talk about soft wen.
with the passage of time, enhance the ability to identify consumers, consumers have a strong immunity to soft, leading to the function of the soft in losing. Many of the products received only sporadic calls put several newspaper in soft advertising, and some did not even phone, shining white silver boondoggle. Therefore, it was said that the soft marketing era has ended.
however, careful market observers do not think so, because they were surprised to find that some products rely on soft Wen is still in the creation of a sales miracle, such as OZing, intestinal tea, mujiecapsule etc.. The effect of the soft hard is to sell goods. So, in the new market environment, how can the soft
is how to make it?
product function visualization
many years ago, the great advertising guru tells us: "do not sell the steak, to sell the sizzle." The meaning of this sentence is easy to understand, but it is a little difficult to apply in practice. The author believes that the product is endowed with a visual description