What does it mean to have an advertorial in planning copywriting

What is an advertorial?

Advertorials are "text ads" written by the marketing planners of enterprises or copywriters of advertising companies compared to hard advertisements. Compared with hard advertising, the reason why advertorials are called advertorials is that the subtlety lies in a "soft" word, as if a needle is hidden in the cotton, collected but not revealed, and the enemy is invisible, and when you find out that this is an advertorial, you have coldly fallen into the trap of being carefully designed "advertorial". What it pursues is a kind of spring breeze and rain, moisturizing things silently.

If hard advertising is Shaolin Kung Fu; Then, the advertorial is the most powerful marketing method of hiding needles in the cotton and overcoming rigidity with softness, and the combination of soft and hard searches, both internal and external, is the most powerful marketing means.

Definition of this advertorial.

1. Basic definitions.

Advertorial is a kind of text expression that is not limited to form; It is a series of Wenzao character operation methods that appear in order to promote. At the same time, it is also a synonym for the products of words, articles and other products under this mode of expression.

2. Define the type.

1.In a narrow sense, it refers to the text-only advertisements that enterprises spend money on newspapers or magazines and other publicity carriers. This definition is an early one, also known as paid text advertising.

2.In a broad sense, it refers to some promotional and explanatory articles that can enhance the brand image and popularity of the enterprise or promote the sales of the enterprise by planning to be published in newspapers, magazines, DMs, networks, mobile phone text messages and other publicity carriers, including specific news reports, in-depth articles, paid short article advertisements, case studies, etc. In most newspapers and magazines, there will be a place to publish an advertisement and pay a large piece of advertorial.

Some TV programs will be promoted in the form of interviews and sittings, which are also advertorials.

Advertorial copywriting what.

Copywriting includes advertorial Advertorial is a way of writing copywriting, which is a style of writing that is used to express a certain plan or idea, which is shorter and more used for publicity. As a concept of publicity, copywriting was initially only used in the advertising industry, and has since expanded to various industries. (TV programs, audio-visual products, book works, etc.).

For example, the promotional copy of "Tokyo Love Story" reads, "In Tokyo, anyone is the protagonist of a love story."

Advertorial, as opposed to hard advertising, refers to the "text advertisement" written by the marketing planner of the enterprise or the copywriter of the advertising company.

Advertising distinction. Advertorials generally refer to all text content that contains soft propaganda, and this big concept can be understood by everyone. But for the distinction between advertorials, copywriting, advertising, and press releases, I'm afraid everyone is not very clear.

Of course, these things are originally under the same system, why should they be so clearly distinguished, I am not going to rigidly define and distinguish them absolutely, but I hope that everyone should have a relatively clear and clear distinction thinking, so that they can be used handily in specific work difficulties.

Advertising is a big framework that involves a lot of aspects. Among them, the description involving words can be collectively referred to as copywriting. For example:

There should be an advertising caption next to the advertisement, which is the copy; TV commercials need to write a text script first, which is copywriting; There should be an advertising slogan, which is copywriting; A company should have a business profile, which is copywriting.

In the scope of copywriting, a complete promotional article is what we often call an advertorial. Unlike scattered forms such as slogans, advertising graphics, and advertising scripts, an advertorial is a complete article (that is, it is detailed around a topic, so that readers can get detailed information about the topic). Of course, this article must contain the content that needs to be promoted, such as the product is good, why the service is great, and what business the company does.

In addition, in the scope of copywriting, a complete news article is what we often call a press release. Unlike advertorials, which are unfettered themes, press releases must be time-sensitive. Of course, like the advertorial, this article will generally contain some content that needs to be promoted.

That's why we always habitually think: advertorial press releases.

Therefore, to distinguish between advertorials and press releases, it depends on whether there are news events in the article. For example, the content of the article involves: the company's award information, the company's latest activities, major changes in the company's personnel, the company's performance report, etc., then these are press releases; For example, the content of the article involves:

Company product evaluation, company development plan, company character interview, company model analysis, etc., then these are advertorials.

After the understanding is clear, it will be more planned to use it. For example, if you want to write a press release today, you have to focus on the news event, and then you have to integrate the propaganda into the article, and you can't put the cart before the horse. Or, since you are writing an advertorial, you just need to write around your promotional theme, and you don't have to worry about whether the article is time-sensitive.

Advertorial type. There are three basic types of advertorials: news-based advertorials, industry-based advertorials, and user-based advertorials.

News-based advertorials: press releases, news reports, interviews.

Industry-based advertorials: authoritative arguments, opinion exchanges, character interviews, and actual records.

User-type advertorials: comprehensive, **, controversial, experienced, knowledge-based, story-based, intimidating, suspenseful, entertaining, summarizing and inductive, breaking news, emotional, etc.

Copywriting is a series of words composed of sales text, now many rely on copywriting to collect money, planning is a process of sales results.

Copywriting is to write descriptions, and planning is a set of ideas.