Event Marketing will replace soft text ads

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Although the soft text advertisement has played the huge role in the health care industry and so on. Also is now many enterprises commonly used one kind of product promotion way.

But. With the development of advertising industry, advertising production and release will be more standardized. In the future a more standardized release environment, all advertising content will be marked out. Enterprises to play the ball, imitate the content of the media body soft ads will not exist. If companies want to use the power of news, they must go through real news.

In a certain sense, we can say, soft text advertising this marketing model in the future will be replaced by the event back sales.

1. Differences in form

Soft text advertising is a kind of pseudo news. But event marketing does use real news to make a difference. Although both are using the power of the press to achieve the goal, but "false news" after all, "True news" is not the role of lasting.

Let's analyze the spread of both. Event Marketing is the first enterprise to create an event. The incident was reported by media reporters as news articles, edited and published. Soft text advertising is the enterprise personnel or advertising companies to prepare soft manuscripts, and the newspaper to confirm advertising suites and prices and other factors. Audited by the advertising department, eventually published.

Event Marketing News is by different newspaper reporters, editors according to their own media in the traditional perspective of the production, is the most common news. So no matter the style or the layout is the most normal news format. But the production of soft text advertising is the enterprise itself or advertising production company, the level of writing, typesetting style is difficult with every different media to achieve complete agreement. In the outward manifestation. The soft text advertisement is inferior to the real news.

2. The emergence of the internet as a new way of communication

The appearance of the soft text advertisement has its time background. That is the network media, the new media is not yet mature, television, radio, newspapers, magazines and other traditional media still occupy the main position of modern news communication. The recipients of these traditional media are more dependent on and trusted by these media. So, when some advertisements are in the form of similar news in the traditional media, readers and viewers also use them as news to absorb.

However, with the emergence of the network as a new way of communication, and the status of more and more important, the survival environment of soft paper has a certain problem. Because people who get news through the web, they read only what they are interested in. So, unless an event has enough newsworthy value to allow people to read automatically, it's hard to get enough attention. The media will put their own news online, but will not put their own soft text ads on the site. Surfing the internet means more attention and being reproduced by other media. Soft text is rarely reproduced by other media.

The future media structure should be like this. The internet is the fastest and most widely disseminated media, and newspapers, magazines, television and radio will still exist as traditional media. Their readership will be relatively narrow and fixed. The news of traditional media will be more detailed and deep than the network. Professional newspapers and television stations in various fields will be the main direction of development.

However, the emergence of the internet media is a "once-in-a-lifetime" opportunity for the event, because an event with enough news value, it can easily spread through the network of media, and ultimately affect other traditional media.

But soft wen is very difficult to have to be reproduced the most. Advertisers have to pay for the promotion.

3. Regularization of the media

This kind of advertising form sting to appear and exist also have certain era background. After the 1990s, China's journalism has developed rapidly. Many newspapers and television stations began to be created. In this process, the quality of personnel is complex, so paid news and other phenomena began to appear. Some of the media in order to gain advantage in the competition, but also relaxed the degree of audit of advertising, resulting in many ads can not be clearly identified as advertising is published.

However, in recent years, this situation is changing. The state has strictly prohibited the emergence of paid news, advertising content must be strictly marked. Advertising content must conform to national audit standards. Even a large number of media because of paid news or advertising audit is not strict and has been dealt with.

Event marketing is spread through news. It's completely free.

In fact, some scholars have pointed out that the soft text as a unique phenomenon in China exists. It has a great relationship with our current media environment. It can be said that the media in the current dual characteristics-the market operators and the official transmission of the sound of the fruit road to achieve the zhongkui of the soft text. The function of the public power sometimes becomes the advantageous condition for the bureau to profit rent seeking. And businesses have the need to communicate further with consumers (although most of the time is one-way), and consumers have the need to further acquire new products or choose new brand information. It was a legitimate thing, but it was distorted in the real world. Soft Wen has become the carrier of some enterprises ' false and appropriate biography, and it has become a means of personal gain for some media workers.

Another senior PR planner to the soft text phenomenon that the current soft text ads, its inclusion of information authenticity and credibility is increasingly suspected. This is a damage to the credibility of the enterprise and the authority of the media. The right approach is to guide and regulate: Businesses and media practitioners must be disciplined to avoid touching the law.

Marketers may have been exhausted to the difficulty of publishing soft-text ads in the media more than 3 years ago. However, as a phenomenon, the existence of soft text advertising will obviously have a certain amount of time.

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