SWDnovel Chapter 117 The power of soft advertising
Chapter 117 The power of soft advertising
The first advertisement in New China was in 1979. After the reform and opening up, before then, no advertisements were allowed in newspapers, television, or radio.
Xu Qing's manuscript is a touching and educational story, but she cleverly added promotion to the canned Chu Love in the story.
This kind of publicity technique is called soft advertising.
Soft advertising does not directly and compulsorily convey advertising information to the audience like hard advertising. Instead, it conveys advertising information in a more subtle way and in an easy-to-accept manner to influence the audience's purchasing decision.
Soft advertising has long been commonplace in later generations.
But soft advertising has never appeared in China.
Xu Qing’s story is the first example.
Even if it is reviewed by the editor-in-chief of a newspaper who has never been exposed to soft advertising, they will not be able to detect the fishiness of this obscure form of propaganda.
An Xiaoke wiped her slightly red eyes and was deeply moved by the maternal love in the story.
Yes.
Aren’t all mothers in the world like this?
When eating fish, my mother said that she likes to eat fish heads, and when eating sweets, she said that she can’t eat sweets... Anyway, she should eat all good things first with her children...
An Xiaoke didn't realize the hidden intention of this article. He just had an idea in his mind that he must buy a can after get off work to honor his parents. As for what kind of can it was, it must be Chu Lian can~
An Xiaoke took the manuscript and left quickly.
As for why Xu Qing is sure that this article will be published in the county newspaper, it is very simple. Everything depends on money!
……
"Director Zhu, how is the market share of Yangshuo County, Guan County, Honghe County... the surrounding counties?"
Xu Qing looked at Zhu Feng and asked.
Zhu Feng said: "Yangshuo County, Guan County, and Honghe County, these three counties are the earliest for our advertising, so Chulian canned food has entered the market in the three counties. The sales are pretty good at present, with a market share of [-]%, and it is still growing rapidly. It is increasing. As for Longhe County and Mao County... because the staff of the advertising and publicity team have just started to promote it, our cans have not yet entered the market..."
Xu Qing nodded and said: "It's not bad, but the speed is still a bit slow. But ten advertising people were recruited? In groups of two, they stationed in Longhe County and Mao County... We gave them rights and provided money. Let them recruit some people to post advertisements on the spot, and spread our small advertisements all over the streets and alleys of the city in the shortest possible time, so that people will know about our Chulian Cannery. Only when our reputation is established, will the people recognize us. can……"
"Ok."
Zhu Feng nodded repeatedly.
Immediately.
He hesitated for a moment and said, "Director, there is one more thing that I don't know whether to say or not."
Xu Qing asked casually: "What's the matter?"
Zhu Feng organized his words and said slowly: "Our cannery has always purchased the yellow peaches from Shanghe Village. However, yesterday the brigade secretary of Shanghe Village came to me and said that the price would be increased."
Xu Qing showed a hint of surprise and asked, "Price increase? How much?"
Zhu Feng said: "Our previous purchase price was seven cents per pound of yellow peaches, but now he wants to increase it to nine cents."
"Nine cents?"
Xu Qing frowned.
The yellow peaches on the market now only cost a dime per pound. Their cannery went to the village to buy yellow peaches in large quantities, and the price was only one penny lower than the market price.
"9 points is 9 points. Let's think of it as us giving profits to farmers and making money together."
Xu Qing frowned and said.
After Zhu Feng left, Xu Qing crossed her hands and fell into deep thought.
In her last life, she had seen this situation too many times.
The experience in her previous life told her that people's hearts are greedy.
Also... eggs can't be put in one basket.
It seems it's time to be prepared.
……
County Cannery.
Factory director's office.
The sales director walked into the factory director's office with a red face and said with a smile: "Director, your method is really amazing. In just a few days, our county cannery has regained a lot of its market share. What about our county cannery?" Everyone can be missing, but you, the factory director, can’t be missing~"
The sales director flatters Factory Manager Li.
Director Li was also in a very good mood at this time.
He picked up the tea cup, blew away the tea leaves on the water, took a sip, and then asked slowly: "What percentage of the market share do our cans occupy in Shunhe County?"
The sales director stretched out his right hand, spread his five fingers, and said: "[-]%!"
Factory Director Li nodded and asked, "What about Chu Lian cans?"
"About [-]%, and the remaining [-]% is occupied by other brands of cans. Director, I am confident that within seven days at most, our factory's cans will surely occupy [-]% of the market share, further compressing the market share of Chulian cans and other brands of cans." The sales director was full of confidence and assured loudly.
Factory Director Li nodded, obviously he didn't think it would be difficult to occupy [-]% of the market share.
"By the way, did the director of Chu Lian Cannery give you a reply?" Director Li suddenly heard about this matter.
If Xu Qing can be lured to the county cannery, then Chulian Cannery will really have no threat.
The sales director said: "Director, the director of Chulian Cannery said he would consider it, but he hasn't given me a reply yet. He probably refused."
"Would you rather make a chicken head than a phoenix tail?"
Director Li chuckled and said, "Then let her go."
The market share regained its absolute advantage, which made him look down upon Xu Qing.
……
County newspaper.
Editor Wang handed the manuscript to a man in the middle wearing rimless glasses and said, "Editor Li, this is a good article. Please print it in tomorrow's morning paper."
Editor Li picked up the manuscript and read it carefully.
This manuscript is a short story.
It was quite touching to write.
It has profound educational significance.
But he always felt like something was wrong.
But I couldn't find it for a while.
When Editor Wang saw this, he frowned and asked: "Editor Li, I have reviewed this manuscript and there are no problems. Do you find anything inappropriate?"
Editor Li reacted and said quickly: "No, no problem, editor-in-chief, I will go to typesetting right away. By the way, editor-in-chief, which section should this manuscript be placed in?"
Editor Wang thought for a while and said, "You can figure it out yourself."
He only promised that the article could be published in the newspaper. He did not agree to the specific section requirements, and the other party did not mention it.
……
early morning.
bus.
Chen Guohua was on his way to work by car.
He is a clerk in the county government and has the habit of reading the morning newspaper every day.
The vehicle runs smoothly.
Chen Guohua took out this morning's newspaper from his briefcase.
He has a habit of reading newspapers.
The first thing to watch is the news.
After reading the news, you will read other sections of the newspaper, such as poems and stories.
After reading the news, he looked up out of the car window. He was still some distance away from the county government. He lowered his head again and looked at other pages of the newspaper.
As he looked at it, he suddenly saw an article.
Author: Xu Qing, Hongqi Village.
This author's name is somewhat familiar.
Seems like I've seen it somewhere.
Chen Guohua's memory was good. He just thought about it for a moment and then remembered it.
He had seen the name in the provincial newspaper.
The provincial newspaper published two ballads about the earthquake, and the author was Xu Qing from Hongqi Village.
Chen Guohua immediately became interested.
It’s not just ordinary people whose articles can be published in provincial newspapers.
He couldn't help looking forward to it.
Looking forward to what this article is about.
The article is called: A bottle of cans in front of the sick bed.