Soft Advertising What does hard advertising mean?

has always equated advertorials with soft advertising, and this concept has recently been seriously criticized by a Nike, saying that this lack of professionalism was ridiculed by 4A companies during a certain year, month and day training. In the morning, I heard another Nike loudly educate "Auntie" about these two concepts, so I quickly found a joke and posted it to commemorate the 3 minutes of depression yesterday.

Advantages and disadvantages of hard and soft advertising.

Whether it's hard advertising, or soft advertising, like everything, it has two sides of its own.

Hard advertising (mainly TV advertising).

Advantages: fast propagation speed, strong "lethality"; The target audience is the most extensive; Frequent repetition can increase the public impression; Colorful, dynamic and dynamic;

Disadvantages: weak penetration; Strong commercial taste, low credibility and poor timeliness; high cost of advertising investment and compulsive preaching; The delivery content is simple and the time is short, like the tip of the iceberg;

Soft advertising (mainly newspapers and magazines).

Advantages: strong relative penetration; The commercial taste is light, the credibility is high, and the timeliness is strong; Low cost of advertising input, progressive narrative; Consumers can increase their knowledge and expand their horizons;

Disadvantages: slow propagation; The target audience is relatively narrow and limited; relatively weak in terms of increasing public impression; Static.

From the above comparison, it can be seen that soft and hard advertising have their own advantages and disadvantages, and can complement each other. Many advertisers, such as Galanz, Haier, Oaks and other enterprises, while focusing on hard advertising investment, have established a soft advertising publishing network and platform that is no less complete than the sales network, and then according to their own marketing strategies, they have released their own soft advertisements everywhere, which plays a vital role in promoting sales and improving brand awareness. Enterprises should combine the actual situation of their own enterprises and the respective characteristics of hard and soft advertising to explore the advertising methods suitable for their own enterprises.

In advertising theory, there is no clear definition of hard and soft advertising, nor is there a clear division of scope, or more precisely, the so-called jargon in the advertising world. Hard advertising is relatively familiar to everyone, and the pure advertisements we see and hear in newspapers, magazines, television and radio are hard advertisements. The news published or broadcast is not like news, the advertisement is not like the paid image manuscript of the advertisement, and the various types of corporate event sponsorship are called "soft advertising" by the industry.

It is characterized by the fact that these advertisements appear in the form of interviews with people, or in the form of newsletters that introduce new products and analyze the situation of the industry, and most of them are accompanied by the name of the company or the service number. With the development of technology, soft and hard advertising has taken on more and more forms.

1. Soft advertising refers to a form of advertising in which advertisers do not directly introduce goods and services, but insert articles (specific news reports, in-depth articles, paid short article advertisements, case analysis, etc.) with subjective guidance tendencies on newspapers, magazines, networks, television programs, movies, etc., or by sponsoring social activities and public welfare undertakings to enhance the brand image and popularity of advertisers, or promote the sales of advertisers.

2. Hard advertising refers to the traditional form of advertising that directly introduces the content of goods and services, and is publicized through the publication of newspapers and periodicals, the setting up of billboards, radio and television broadcasts, etc. (different from soft advertising), which is a bit of a strong acceptance.