软广植入从节目策划、拍摄制作到播出结束都处于动态调整中,其在电视屏幕上呈现效果的好坏,与电视台广告与节目部门的联动能力,及广告经营部门的创意、执行、协调、资源整合能力密切相关。本文从多个执行的细节入手,总结了通过软广植入实现电视台与广告主双赢的经验。 Soft broad planted from the program planning, filming to the end of the broadcast are in dynamic adjustment, the effect of the show on the TV screen is good or bad, and television advertising and program sector linkage capabilities, and advertising business sector of creativity, implementation, Coordination, resource integration ability is closely related. This article starts with the details of multiple executions and summarizes the experience of achieving a win-win situation between TV stations and advertisers through soft and broad implantations.