In fact, compared with eighty-three years, the advertising industry has become much more prosperous, and Wu Tian's advertising methods of selling calligraphy are no longer unusual. However, Song Zhuyi can say the concept of "hype" at once, and he is still quite discerning.

The primary advertisement is to spread the product name to let people know, and the more advanced advertising should also include the role of improving the product grade and improving the audience's recognition of the product. Just like the original copybook advertisement, Wu Tian directly used the "advertorial" technique, and used the tone of the copybook user to express how easy Chang Tianhua's copybook is, how helpful it is to practice calligraphy, etc., and the effect is naturally far better than like ordinary advertising, which directly preaches how good his products are.

Through a large number of soft text bombardment, it is easy to create a learning effect in the minds of consumers that the learning effect of Chang Tianhua copybook is far greater than that of other similar products, and this kind of hype and packaging is the core element of advertising!

"In fact, in the cultural business, what is sold is not a product, but a concept." Wu Tian continued to enlighten Song Zhuyi, "Let me give you another example, do you know orchids? ”

"I know, I still have a pot at home." Song Zhuyi nodded.

"Then tell me, how much should a pot of orchids be worth?" Wu Tian said with a smile.

"In the past few years, it was more expensive, and in recent years, it is not only valuable, but gold is valuable, orchid is priceless, and some varieties with good color are still quite expensive in the eyes of connoisseurs...... Song Zhuyi said.

Wu Tian grinned, it seems that this is also a lord who has suffered from it, maybe he is still counting on his pot of orchids to catch up with a good market and make a lot of money.

"Hmm. You should know about the time of '82, '83. Orchid fever, right? Wu Tian said with a smile. At that time, orchids were very hot, and orchids were fried all over the country, especially in Changchun, almost every household fried orchids, and a pot of adult gentleman's orchids cost tens of thousands, and the good color was even more expensive, that is, seedlings. It can also be sold for hundreds of dollars a plant. You must know that at that time, the monthly salary of ordinary workers was only a few dozen yuan, and you said that the price of orchids at that time was outrageous? ”

When Song Zhuyi heard this, he couldn't help but frown.

"In fact, to put it bluntly, the original Lanhua fever was just a business at all." Wu Tian said, "I don't know the specific inside story very well, after all, I was too young at that time and didn't know much about that incident......

When Wu Tian said this, he secretly sighed in his heart that he was reborn a year late, otherwise he could have taken advantage of that opportunity. In one fell swoop, you can earn enough start-up capital, and you don't have to be tired and troublesome to engage in the copybook business later......

"But in general. The original orchid craze should have been a group of speculators who hoarded a large number of orchids in advance, and then circulated the guò newspapers and periodicals to advocate how popular the orchid trade was, how to make money by raising orchids, etc., which aroused the interest of ordinary citizens, and after the market was heated up, they quickly sold the orchids in their hands and made a lot of money from the market. Wu Tian said, "This is a kind of cultural business, which uses the cultural value of orchids to raise its commercial value, but the practice is a little too shameless......

I have to say that the original orchid craze was indeed a little too bad, under the economic conditions at the time, the orchid with an actual value of only a few yuan, fried thousands of times the high price, so that it caused a strict social problem, I don't know how many people were obsessed with fried orchids, poor people bought orchids, and even went to borrow usury to speculate, fantasizing about getting rich overnight, but ended up in debt. In the end, even the official issued an executive order to limit the trading price of orchids!

Although the bubble of this orchid farce finally burst, at that time, the people who really understood the truth of this hype were really limited, and even after so many years, there are still many people in China who regard orchids as such noble flowers and plants, and they are in awe when they talk about orchids - one is because of the value of orchids, but also because of the culture represented by orchids!

Even Wu Tian knows that this shoddy trick, even after twenty or thirty years, still has a big market, and every few years there will always be news of orchid fever in a certain place, and small-scale speculation will be carried out in a city, even in the Kaihua Society after twenty or thirty years. There will be some people who flock to it, especially for those more cherished varieties, which can often fry the price of villas!

After listening to Wu Tian's explanation, Song Zhuyi was deeply shocked, if there was no comparison of the calligraphy business that Wu Tian just said, he only thought that orchid fever was a cultural phenomenon, but he didn't expect that for so many years, he had never found out that orchid fever was actually hype? Is it actually a speculative business?

For a while, even Song Zhuyi questioned the "culture" itself represented by orchids - what else has nothing to do with "money" in these days?

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"Xiaotian, should we do the same?"

After a long time, Song Zhuyi finally came back to his senses and said a little unbearably.

After all, as a self-proclaimed cultural person, Song Zhuyi really didn't want to do such a shoddy thing as hyping up orchids, which was Yan Zhan's violation of his values.

After what he has seen and heard in the past two days, although Song Zhuyi is no longer too resistant to the "cultural business", for example, the projects of the film and television city and the old yamen are all related to culture, although the purpose is to make money, but it is also equivalent to the protection and promotion of culture, and on the whole, the advantages outweigh the disadvantages, and Song Zhuyi can still accept it. Even the calligraphy business that Wu Tian just said, although there is a suspicion of exaggerating the packaging, but in general. Help students and young people write well in pen and pen – even if not everyone can do it well. But there are some achievements. It's not that they harm the common people in order to make money out of conscience, but it's acceptable.

can hype orchids, but it directly causes a wide range of social problems, and even leads some people to go bankrupt, that kind of thing that violates conscience, Song Zhuyi is really unwilling to do it.

"Hehe, of course I won't let you do such a thing." Wu Tian said with a smile, "I'll tell you about this situation." The purpose is to give you an idea of how powerful the impact of cultural hype can be. ”

Song Zhuyi nodded, but his eyes were a little dazed, could this really be hype as Wu Tian said? But who has the ability to create such a big social impact?

"Our aim is that culture can be hyped and used to make money, but it can't harm people for the sake of making money, and we must maintain the purity of culture itself while making money. Culture cannot be destroyed for the sake of making money. Wu Tian said.

Song Zhuyi immediately responded to Wu Tian's point of view, and was a little excited. It took a long time to calm down. He asked again: "Tianshao, what kind of cultural business do we do?" ”

Hearing that Song Zhuyi unconsciously changed his name for himself, Wu Tian smiled slightly, it seems that Comrade Song has finally made his position clear, let's completely convince him, right?

"It doesn't matter what the project is, it means that you can do anything." Wu Tian said with a smile, "For example, you can find someone to edit a book, and then use guò this hype packaging technique to make the book popular and make money, or you can speculate on antiques, I feel that the collection fever will heat up more and more, and this is different from the orchid fever, orchids are all fried out, and the collection of antiques is determined by the stability and development of the society. It's also a bit profitable. ”

"At one point," Wu Tian continued, "cultural companies can also cooperate with other companies to help them with packaging and publicity, such as helping companies design and package their products, create a cultural background, and formulate hype plans to start an effect that traditional advertising cannot achieve, which is also a way to make money." ”

Song Zhuyi listened to it with a cheerful heart, it turned out that he always didn't understand what the so-called cultural business was, what was the practice, but after listening to Wu Tian's explanation at this moment, he finally got the hang of it -- according to Wu Tian's meaning, this cultural company can develop into a similar advertising company in the next step, using unconventional advertising methods and channels to promote its products......

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I have to say that Wu Tian is quite concerned about the "cultural company".

Because Wu Tian is very clear, after two or three years, the domestic advertising industry will usher in a real period of rapid development, after the advertising market is fully opened, the competition in the market will be unprecedentedly fierce, and with the development of various industries, the traditional advertising field will purely become the battlefield of the scale war, to that period, who invests more advertising funds, whose products can be sold, and high advertising funds will inevitably cause a lot of burden to the enterprise, once the market fluctuations, only this advertising cost is enough to drag the enterprise down.

If the simple advertising cost increases, the most critical problem is that the effect of traditional advertising will also get worse and worse with the competition, as an advertising professional, Wu Tian naturally knows to take precautions and open up a new way of publicity in advance.

Wu Tian spent a lot of energy, and after making some adjustments to Song Zhuyi, he asked him to temporarily serve as the manager of the newly established second planning department under the "Tianlei Advertising", and began to try to teach him the theories, and assigned him the first task, which was to package and hype the old yamen of Huacheng.

"What can you do with 100,000 yuan?" Wu Tian said to Song Zhuyi and several employees who had just been transferred from the Beijing Tianlei Advertising Planning Department, "100,000 yuan, maybe you can advertise on a local TV station for a few months." Maybe enough to put a few pieces of news in the big newspapers. How effective can it be? How many people's attention can it attract? ”

A few newcomers from the capital. Involuntarily nodded, 100,000 yuan for the current Tianlei advertising, is really not a large amount of money, you must know that the current Tianlei advertising company agent of those advertisements, any year of funding is hundreds of thousands of millions, larger, such as several flagship products of Fengyun company, now the annual advertising budget is millions. Of course, this refers to the numbers of all the advertising campaigns across the country combined.

"Now, what I want to sue you is that the next step is to use 100,000 yuan to receive 1 million or 2 million advertising effects!" Wu Tian waved his hand and said.

The few people in the capital couldn't help but have a distrustful expression, and they were very kind of not taking Wu Tian, a little kid, seriously.

You must know that they are all affectionate, and they originally did a good job in the capital, but Mr. Cai suddenly decided to set up a second planning department, and also appointed an outsider as a manager, and then transferred people from the first department to support the work of the second department. It's a pity that a few of them were unfortunately selected, and even more unfortunately, the place of work was also assigned to the poor county town of Shannan. How could they not have a little affection? If it weren't for Mr. Cai's words, the salary and treatment would not change, and if you were willing to return to the capital after one year, you could also transfer back to one and improve the salary, which made a few people reluctantly agree to run over.

How could a few masterminds, who consider themselves to be the elite of Tianlei, take these two guys who are not advertising professionals in their eyes? Hearing Wu Tian's big words again, he was even more disdainful.

Wu Tian is not angry about this situation, who makes people not familiar with the concept of hype in these years? Wu Tian just turned his head and said to Song Zhuyi: "Manager Song, you can tell you the specific plan." ”

Song Zhuyi immediately coughed dryly, took out a handwritten text, and began to speak.

This plan can also be said to be from Song Zhuyi's hand, but when the whole plan was formulated, Wu Tian was not less on the side and guided Song Zhuyi's thinking in the right direction, so Wu Tian was still quite satisfied with the final plan results.

As Song Zhuyi talked about some of the specific contents of the plan, the eyes of several planning masters from the capital widened and widened, and finally they couldn't even close their mouths wide open - this is too, right? What else can ads do?

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"What's going on? Is it another ghost you made? ”

Wu Jianguo grabbed a copy of the "Mall Evening News" of the day, nodded Wu Tian's head, and asked.

"What?" Wu Tian said in his mouth, but muttered in his heart, is Dad's vision a little too poisonous, and he found the problem so quickly?

For three days in a row, the "Yunan Evening News" will publish a short message, all of which are related to the old yamen.

The first day was a very normal news report, which said that the old yamen of Huacheng was being renovated and was ready to be opened to the public after the renovation was completed. The pioneering spirit of the Venezuelan government has explored the new model of the local economy.

The next day, the content of the report finally aroused the interest of some people, or schadenfreude, but the old yamen of Huacheng was in the process of repairing, suddenly a beam of the hall was broken, fortunately it was lunch time, the repair workers were not at the scene, but there were no casualties. However, the damage to the girder of this side hall will seriously affect the repair progress, and cause the repair cost to increase how much money and so on.

These are not the point, the focus is on the public publicity of the newspaper, in order to catch up with the progress, I hope that the people of Yunan can provide a beam that can be matched with the main hall, and will buy Yunyun at a price twice the market price, and finally left the phone number of the repair team.

As a result, the ordinary people in Yunan, especially in Huacheng, were moved, and those who had large timbers at home contacted the repair team to ask about the required size, and some good deeds spread the news of this fortune widely.

On the third day, the newspaper broke out again with explosive news - when cleaning up the collapsed side hall, the repair team accidentally found a package in the rubble, and after opening it, it was found that it contained a large bag of ancient coins and silver ingots, and there was also a handwritten manuscript, which was a well-known ancient text written by a famous writer in history, and according to records, the ancient text that was once demoted to Huacheng as a magistrate, that ancient text is said to have been written in Huacheng!

Although the newspaper did not say that this manuscript was genuine, it still caused a sensation, not only the "Yunan Evening News" reported, but also the "Shannan Daily" and "Mall Evening News" also reprinted it, and even publicly said that this is the original copy!

Wu Jianguo was suspicious of his son after seeing the reprint of the "Mall Evening News" - you must know the development of the old yamen in Huacheng, but his son's industry Changtian Hotel is in charge, dare to say that this kind of nonsense has nothing to do with him?

Wu Jianguo has never been swayed by the arguments in the newspaper, he knows one thing very well, that is, the old yamen of Huacheng is a building of the Ming and Qing dynasties, and it has nothing to do with the ancient authors of the Song Dynasty, and even in the Song Dynasty, the location of the county seat of Huacheng is a few kilometers away from the current urban area!

"Uh, Dad, maybe it's the real thing?" Wu Tian grinned, and just quibbled, "Don't say anything else, it's very likely that after the descendants found the authentic work, they deliberately wrapped it and hid it on the beams, right?" ”

Poor Wu Tian's expression completely betrayed him, although Wu Jianguo couldn't figure out why his son was so smart, but no matter how smart he was, he was also his own son, how could he not see that this kid had a ghost in his heart? immediately said: "Don't mess around with me, tell me, what do you mean by spreading this rumor?" ”

Wu Tian didn't quibble, he rolled his eyes directly, and said, "Propaganda." ”

"Propaganda? Is there anything you advertise like that? Wu Jianguo shouted dissatisfiedly.

"Dad, you don't know yet, do you? How many people visited the old yamen today? Wu Tian said with a smile, "It's not officially open to the public yet. If it weren't for the security guards, I am afraid that those people would dare to pick up every tile of the municipal party committee, and find out if there are any other treasures. ”

"What do you mean?" Wu Jianguo frowned and said.

"It means that if the tourism project of the old county government is to be successful, it must attract attention." Wu Tian said, "Let's talk about the situation this time, you said that if you want to advertise and tell others that we are developing the old county government, how much advertising will it cost?" Now, well, let's put it this way, the three reports of the "Yunan Evening News" only invited the reporter to have a meal, plus two boxes of cigarettes, and the reports of the "Shannan Daily" and the "Mall Evening News" did not spend a penny, but all of a sudden the news of the development of the old county government was spread, isn't it cost-effective? ”

"But you're calling it a fake!" Wu Jianguo still said dissatisfied.

"What do you mean by fake?" Wu Tianyi rolled his eyes and said, "I didn't tell them that it was genuine?" Is it when the newspaper reprints, do they guess for themselves? In addition, after a while, we will release a message, saying that after inviting experts to appraise it, the manuscript is a work copied by later generations, and it is not genuine at all. ”

Wu Jianguo was speechless for a moment, and he couldn't say that he simply ignored his son, and just went back to the study to continue to review the text.

Wu Tianba smacked his lips, this set of techniques was actually used a lot in later generations, such as the legendary tomb of Cao Cao, which was hyped up in this way, and it made the local area popular for a while, but the methods of those guys were too "fake", and even the "evidence" of the stele or something was faked, and it was inevitable that it would be debunked. And this time, Wu Tian really found an article hand-copied by the Qing Dynasty for this plan, so he didn't have to worry about being debunked at all...... (To be continued......)