What Are Soft Advertisement And Hard Advertisement?

　 Soft advertisement As the name implies, it is relative to Hard advertising For example, a company's market planner or copywriter of an advertising company is responsible for writing. Character advertisement ". Compared with hard advertising, soft language is called soft language, and its essence lies in a "soft" word, which is like a hidden needle in cotton, which does not reveal and is invisible to the enemy. By the time you find this is a soft text, you have fallen into the trap of carefully designed soft Wen advertising. It is pursuing a kind of spring rain, moistening things silent effect. If the hard advertisement is the Shaolin work of the foreign family, then the soft Wen is the Wudang boxing method with soft needle and soft tie. Marketing means 。

　　 There are two definitions of soft language, one is narrow sense, the other is broad sense.

1. narrow sense: a purely literal advertisement advertised by an enterprise in a newspaper or magazine. This definition is an early definition, that is, the so-called paid text advertisement.

2. definition of broad sense: a publicity and explanatory article that can enhance corporate brand image and popularity by planning advertisements in newspapers, magazines or networks, and can promote the sales of enterprises, including specific news reports, in-depth articles, paid essay advertisements, case series analysis and so on.

Soft advertising is to use fewer inputs to attract potential consumers' eyeballs, enhance the sales force of products and enhance the reputation of products. Under the subtle influence of soft language, it achieves the strategic tactical objectives of products and guides the advertising of consumers.

Modern business activities can not be separated from advertisements. The traditional concept of "good wine is not afraid of deep alley" has long been proved to be impracticable in today's market economy. Advertising activities are the direct result of market competition and the symbol of enterprises deciding to participate in market competition. In a sense, the advertisement of an enterprise is the declaration of war for the enterprise to enter the market. Advertising plays an important role in opening up the market, promoting sales, improving the image of public relations, improving the overall competitiveness and social influence of enterprises. It is a bridge between enterprises and consumers. The vigorous development of hard advertising and soft advertising is the product of modern economic development. For the two, do you prefer hard advertising, or the latter, or "carrot and stick"? {page_break}

First, what is hard and soft advertising?

In terms of advertising theory, hard and soft advertising has no definite definition or definite scope. Hard advertising is relatively familiar to us. The pure advertisement that we saw and heard in the four major media of newspapers, magazines and television broadcasts is hard advertising. The news that is published or broadcast in the media is not like news. Advertising is not like the paid images of advertisements, and the sponsorship of all kinds of activities of enterprises. It is characterized by these advertisements appearing in the form of exclusive interviews, or appearing in the form of news reports that introduce new products of enterprises and analyze the status of the industry, and most of them are accompanied by enterprise names or service telephone numbers. With the development of media technology, soft and hard advertising is showing more and more forms.

Second, the advantages and disadvantages of hard and soft advertising.

Whether hard advertising or soft advertising, like all things, there are two aspects.

　　 Hard advertising (mainly TV advertising)

Advantages: speed of transmission is fast, lethality is strong, the object is the most extensive, and it can increase public impressions frequently.

Disadvantages: weak penetration, strong commercial taste, low credibility, poor timeliness, high cost of advertising input, compulsive sermon, simple content delivery and short time, such as iceberg.

　 Soft advertising (mainly newspapers and magazines)

Advantages: relatively strong penetration; low commercial taste, high credibility and timeliness; low input cost and gradual narration; consumers can increase their knowledge and broaden their horizons.

Disadvantages: slow propagation speed, relatively narrow and limited objects, relatively weak public impression, and static state.

　 Third, hard and soft advertisement in reality

Advertising is one of the ways for consumers to understand products quickly and accurately. It is an indispensable part of enterprises to enhance brand awareness and is an effective means for enterprises to seize the market. Hard advertising has the advantages of fast speed, great damage and wide coverage, so it has always been the first choice of most enterprises. Looking at the well-known brands in China, they all attach great importance to hard advertising, and many enterprises start their own brand by hard advertising. But hard advertising has its own weakness and faces severe challenges.

1. the high cost limits many enterprises. Although hard advertising is the first choice for enterprises, not all enterprises have the strength to invest. In particular, the cost of TV advertising will be shut out by many weak enterprises, not to mention CCTV advertising. Moreover, advertising is like a double-edged sword. Enterprises themselves will face risks. The result is that some enterprises have such a heart but do not have the courage.

2. hard advertising is overabundant, forcing consumers to contact, giving consumers a headache. Before, for hard advertising, consumers believed it, that the product advertised must be of good quality and brand name. But later, with the improvement of consumer knowledge, consumers were deceived by false advertisements of some bad businesses, and began to hold a skeptical attitude towards hard advertising. On the other hand, when many TV stations play serial shows, they broadcast desperately. Advertisements are full of indignation, and there are many opinions on hard advertisements.

3. the state expressly restricts the broadcasting time and time of hard television advertising. Such a result will reduce the overall broadcast time of advertising and lead to higher advertising costs.

4. the homogenization of hard advertising communication is making the publicity effect increasingly low. Hard advertising is facing the bottleneck of information saturation. It is difficult for enterprises to form their own unique opinions in advertising. The forms, contents and Strategies of advertisements are becoming more and more homogeneous.

5. advertising in the post era gradually replaced the advertising era. The coming of advertising in the post era will decide that the era of advertising sales in the advertising era will never come back. The soft advertisement is favored by many enterprises because of its low cost and good effect. Newspapers and magazines have become the main battlefield of the bombing. 30 seconds of TV hard advertising is not creative enough, and soft advertising just reflects what the enterprise wants to express, which makes the company keen on it. {page_break}

Soft advertising does not have the "lethality" of hard advertising, but it plays an extremely important role in the penetration of the target public. On the one hand, soft advertisement has the characteristics of science, knowledge and news, which enables readers to accept the information and know certain knowledge from it, so that readers can memorize the product and brand without knowing it. Readers will not produce a resistance mentality. On the other hand, soft advertising is gradual and smooth, and it will be more easily accepted by consumers. Facts have also proved that good soft advertising can bring about twice the result with half the effort and 42 calls. Nevertheless, soft advertising is also facing challenges.

1. the communication surface is too narrow and timeliness is poor. Soft advertisements are mostly seen in newspapers and magazines on the same day or in the same month. They are only current readers of newspapers and magazines. To achieve the goal of advertising, enterprises must devote more efforts to the planning of soft advertising carriers.

2., the whole industry's soft advertising operation is excessive. Some enterprises in soft advertising to achieve their best results, exaggerate or depreciate others, easy for consumers to generate too much publicity. They believe that the business is actually produced rather than publicized. In the long run, there will be a rejection mentality.

The 3. media is very difficult to strictly control the quality of soft advertising. The media level is different, or driven by economic interests. The difficulty of gatekeeper will lead to some false information advertisements and deceive consumers. Eventually, the reputation of the whole soft advertisement will decline, which will affect the development of soft advertisement.

4. soft advertising may be blocked. As the discipline of news media becomes more and more standardized, it will resist any form of paid news. Soft advertising is one of them. Now, several big media have begun to fight against paid news.

From the above comparison, soft and hard advertising has their own advantages and disadvantages, which can complement each other. Many advertisers, such as enterprises, such as enterprises, enterprises, etc., focus their attention on hard advertising investment, and establish their soft advertising distribution network and platform, which is not perfect in Asia, and then publish their own soft advertisements according to their marketing strategies. They play a vital role in promoting sales and enhancing brand awareness. Enterprises should explore their own advertising methods according to their own reality and hard and soft advertising characteristics.

Soft advertising is actually sending news in the media. A company that specializes in advertising is specially designed by some people to plan a series of activities. The media will cooperate to give publicity, in the name of news, in fact is a commercial advertisement, and the companies that send messages are privately paid (no free lunch in the world).

Soft advertising is relative to hard advertising, hard advertising is to tell you directly about something and how to use it. Soft advertising is more about telling something or word-of-mouth from the side. There is no sign of promotion. Corresponding terms such as soft language. The effect of soft advertising is often better than that of hard advertising.