Information marketing is more popular in recent years, a concept, that is, the news will spread into advertising and promotion. But when companies use often fail to seize the essentials that spend money Gaoge activities, find news in the newspaper a news even if the information marketing. This continues not only ineffective but also did not grasp the essence of marketing information.
The rise of the power transmission network media:
Internet news and information dissemination with the nature of the media, especially the Internet has the effect of mass media communication, has become an indisputable fact. Today, more and more people in the event of a major news breaking news, the meeting talking about news sources, news or news details of the process tend to speak of such a sentence: "Online said."
Internet media news and information dissemination with information on mass, morphological diversity, the rapid and timely, global communication, easy to copy, easy retrieval, hypertext links, free, interactive, created to achieve "one person, one media" (meaning anyone who has a certain degree of network knowledge and skills will be through the creation of websites, publications, e-mail distribution network features, news dissemination of information, like have their own media) of the base, perishable, easily modified and so on.
Now, more and more news marketing communications company, moved to the Internet from traditional media do not win this fact, the Internet has become the most important communication platform for product information.
Fu-21 to create a new effective brand communication mode - "1 +1" news marketing communications mode.
"1 +1" news marketing model that is "News + advertising" refers to the use of effective integrated marketing campaigns and trade advertising news reports the two means of communication, two-pronged approach, work together, to create the best communication performance. News form and technique through news, multi-angle, multi-dimensional interpretation of corporate culture and brand, product mechanism, the interests of commitment, dissemination of information industry, leading consumer fashion, guiding purchase decision-making; business advertisements highlight the brand image, emphasize core products selling point, and additional promotions, price, point of sale advertising and other basic information. This model is very beneficial to guide the market consumption, fast in a short time to enhance product awareness, build brand reputation and credibility.
News marketing concept put forward in the marketing industry aroused great wave of Han course. It solves the long-consumer advertising of exclusion and reverse back to psychology, to news of the operation means, the form of traditional communication revolutionary change and innovation.新闻营销具有鲜明的双重属性：与广告相比，它更具有新闻的特质，以热点话题或新闻事件切入，与品牌讯息产生联系，运用大量的数据或事实进行信息传递;与新闻相比，它更具有广告的特征，标题定位与内容描述都要求与品牌讯息关联，产生广告传播功能。 “新闻营销”以其兼俱“可读性与可信度，感染力和影响力大、社会注意力和关注度高，又符合广告监管部门对广告的审查”等特点，成为5年来营销界最热门的词汇，更被行业资深视为“继‘整合营销传播’后，对中国营销界影响最大的观念。”
新闻策划传播的应用：
新闻营销手段广泛应用于多个行业，成效显著作为当前市场环境下最为实效一种传播方式，尽管之前没被总结提炼出来，但新闻营销的身影已经在多个领域不断出现，并取得巨大市场成功。2000年的美国灾难巨片《泰坦尼克号》山雨欲来风满楼，电影未到但新闻话题已经吊足中国观众的胃口――“有史以来投资最大的影片”、“人类灾难史上最悲情的一幕”、“有史以来获奥斯卡奖项最多的影片”、“全球巨星演绎人间最感人一幕”等等，让中国营销界真正领略到好莱坞电影在全世界横行无阻的秘密――――用新闻化的营销手法运作电影。张艺谋之所以能在2003年将自己的首部武侠巨片〈〈英雄〉〉打造成国产电影无人能及的票房神话，相信从好莱坞学到了用新闻营销运作电影的精髓。当然，电影的这种营销手法，不仅仅限于文化娱乐圈内部。在房地产、通信、家电、汽车、商业、金融、保险等行业，新闻营销依然是赢得社会注意力的不二法宝。
对新闻营销运用的炉火纯青的当属医药(美容)保健品行业。正如〈〈中国经营报〉〉报道的那样――“2001年至2002年，北京美容保健品市场注意力都被几个鲜亮的品牌所占据，从报纸、电视到杂志，从商尝超市到药店终端，清华清茶、可采“养眼法”、芦荟排毒胶囊、再清椿智能美容面具、姗拉娜收腹霜、联邦减肥巧克力等成为时尚创导领袖，共同引领着京城时尚人士的健康消费观念与品牌取向，演绎着有中国特色实战营销的最强音。这一系列成功营销案例的幕后导演者21世纪福来传播机构及其所创导的“新闻营销”随之浮出水面。”
从产品概念推广到事件行销，从借势造力到行业联动，从主题活动到行业公关，“新闻营销”策略为企业品牌及广告传播带来全新的理念和活力。所到之处，产品无不借力风靡：芦荟排毒胶囊，在深层排毒市场异军突起;姗拉娜收腹霜完成体外瘦身第一品牌的建立;再清椿，让魔力面具显神奇;可采眼贴膜成就时尚贴膜第一品牌奇迹。