Guide Network Pan talk about business network advertising marketing

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October 17, Hainan Wizard Network CEO Pan to the network, that the form of online advertising more and more close to the news, this is an inevitable trend of advertising development, and its increasingly close relationship with the news, will have a huge impact on the creation of advertising.

The rapid development of the Internet is far beyond the imagination of people, this thing after all the rise of 10 years, but its impact on the social tradition is all-round, to education, news, information management, etc., the impact on social life is so. Many traditional models have unwittingly produced variations under the influence of the rapid development of the network, which is the necessary requirement for the development of the Times. In advertising, for example, its form on the web has become much different from the traditional.

(a) The history and trends of advertising development

The essence of advertising is "to advertise". It plays a role in informing the public, arousing the public's interest in the commodity or organization, and then understanding it to achieve the organization's sales or image creation. "The modern advertisement planning originates from the enterprise's marketing plan, is the objective request of the commodity economy development." "① thus the advertisement to do well not directly affect the business sales, and the development of advertising today has become a means of competition, with the development of commodity economy, the demand for advertising is also improving, and even the characteristics of advertising has become an embodiment of corporate image, such as McDonald's advertising has formed its own characteristics, Dissolved into the image of the enterprise.

From the history of advertising development, advertising has experienced three stages: enterprise-oriented, product-oriented, user-oriented. The evolution of these three phases reflects the changes in the relationship between enterprises and users.

In the enterprise-oriented stage, the product is in short supply, the user has no choice, advertising is also in a kind of ignorant state, is a "hard sell era", this period of advertising as long as the performance of product name, function, characteristics can be, do not need to have any attraction.

In the product standard stage, the product is in a competitive state, the enterprise emphasizes to compete for the user with the quality products with other enterprises, the advertisement is in a "soft sell era", the advertisement emphasizes to use "soft" the technique to show the nature of the product, the characteristic, to enhance the closeness feeling between the user

In the user-oriented stage, the enterprise takes the user as the center, with the excellent after-sale service, the product quality as the attraction, decides the enterprise production service direction and the way by the user's need and the change. Advertising is in a "creative age", how to create some unique advertising to attract audiences is the central task of advertising.

Said a lot of things about advertising, may feel irrelevant to this article, but this is necessary, because this is closely related to the production of modern advertising, because of this need, the production of modern advertising more and more thoughtful. The audience is exposed to a large number of advertisements every day, those who have no attraction, no distinctive personality and artistic characteristics of advertising, can only bring boredom. Therefore, advertising in the creation of the pursuit of the form and content of the fresh appears very important.

(b) Characteristics of internet advertising

The traditional forms of advertising are print advertising, television advertising, radio advertising and other forms. The emergence of the computer, so that the advertising media family to join a new member-computer advertising. The network generated by computer provides the four media for the development of advertisement. However, this kind of advertising and other forms of advertising is very different, the network is known for the development of the consultative, network advertising characteristics and the characteristics of the network itself is closely linked together. The network in the minds of people is the first collection of the place, and these consultations also pay attention to speed, once behind others, this consultation is tantamount to useless. Freshness is the biggest feature of the network, fast is the important pillar of network survival. Without this advantage, the survival of the network will be problematic. Advertising is a waste of time, the entire audience is not interested in advertising. If a simple automatic pop-up interface to tell the audience: "Our company introduced XX new products, welcome to buy." "Then get an animated ad, netizens will certainly not look at the interface off." I surf the internet for this kind of advertising interface is never read, according to survey observation, more than 80% of users of such forms of advertising is not cold.

Therefore, it is very inopportune to advertise on the network by automatic pop-up interface. Smart ad planners who dress up their ads on the internet seem a bit off, but they're good. Modern people on the rampant advertising has been extremely tired and distrust, but the appearance of the news in the form of advertising has been the attention of the audience, from the online survey, this form of advertising is still favored by the audience. Therefore, we may wish to combine the characteristics of Internet advertising with the news, in advertising more reflect the characteristics of the news.

(iii) News planning in advertising

In the advertising planning has always been "news planning" This kind of advertising ideas, and public relations in the planning of news activities to achieve the effect of propaganda is the same.

The use of news dissemination in advertising, the use of news reporting form to the community to provide product information, for social organizations to establish a good social image to create public opinion, which is the social organization in the advertising campaign planning in the common method and the best form. In view of the fact that news communication has the characteristics of strong information objectivity, social influence, low communication cost and poor communication, many enterprises advertise through news reports.

Special contemporary People's rebellious attitude is particularly serious, because of irresponsible advertising, the general advertising can not be widely advertised to have an impact on the public, some of the characteristics of advertising, the public is only appreciated, and not necessarily believe. But in the form of news reports, many public believe that, because they feel that the news report is objective and true, so little doubt, this kind of news report form of advertising in the psychological comparison of other forms of advertising more easily accepted by the public, and more subtle, the public read or listen to not find this is advertising.

Online, netizens watch news, news and see this kind of advertising naturally will not regard it as advertising, on the one hand can highlight the characteristics of products, on the other hand can unknowingly in the product printed into the minds of the people. The form of online advertising is closer to news and more news.

(d) The relationship between Internet advertising and news

Internet advertising by means of the form of news, most of the Web ads using a scroll to the content of the advertisement repeatedly published in the form of news, the content to add hyperlinks, interested in viewing netizens can directly enter.

Advertising and news to a large extent have a certain connection. Their audiences are different, but they are propaganda. The nature of advertising is undeniable, and the news does not seem to promote the composition of a lot, but according to experts, the nature of the news is propaganda. Therefore, in this regard, advertising and news are linked.

The audience scope of the traditional advertisement is much narrower than that of the news audience, but the audience of the network advertisement can reach the same wide range as the news. This is fully benefited from the online advertising of the news form.

From the creation of internet advertising, it is very different from the news. Because the news writing contains the title, the lead, the text and other elements, and the network advertising has only the title, the text, does not contain other news elements. Formal advertising seems to be news, from the content, the style is not the news. The biggest difference between internet advertising and news is timeliness. The timeliness of the news is stronger than advertising, network news is already a rolling release, that is, not limited to the deadline, often in the afternoon on the Internet to see the news with the morning has been different. The timeliness of news is fully played and embodied in the network. But the network advertisement is different, it cannot like the news to roll out the publication, as long as it has not achieved its propaganda effect, the advertisement cannot exit the webpage.

Network advertising is the traditional advertising of the news planning intensified allogeneic, it through the form of news, but contrary to the news.