UMT's famous professor Wan Wei shares . . Chinese advertising history, wine fragrance 4
Advertising, must rely on the media, referred to as the media, 20 years ago, the industry called the four major media: newspapers and magazines radio and television, now the top four, is already television, the Internet, radio, newspapers, in addition to road signs, pay attention to the media and so on. But if credibility and authority are anything to go by, radio and television stations, especially CCTV, are unmatched by all kinds of other media.
Often travel to stay in hotels, into the room door to open the television, jump out of the station, the most is CCTV 13 sets of news channels, indicating business travel, business people, watch this channel a lot. So choose this channel, for a specific audience to advertise liquor, such brand communication is still targeted.
How much is the wine advertised? Look at a report in the Beijing Business Daily on February 28, 2013, in CCTV's 2013 15.9 billion yuan of gold resources advertising tenders, only Mao Wu Jiansing and other liquor giants advertising costs of 4.21 billion yuan. This is the official media seven years ago the news, now understand the inside of the people, talking about the advertising costs of well-known brands, had to say ha ha.
At 11:38 p.m. on January 12, 2013, Professor Zhao Pengda, a member of the Chinese Academy of Sciences and former president of the 81-year-old China University of Geoscism, protested on Sina Weibo, counting 16 kinds of liquor advertisements inserted during the 30-minute news period, so hedged CCTV's evening news liquor ads.
But is he useful? Seven years on, advertising, that's a big increase. The five colors are blinding, the toss-ups are crazy, and the rare goods are unsymmelic.
Take a look at two many stations, many times to play the advertisement, are big names, rough look quite atmospheric, look at the point of laughter.
One is this "two sauces on the banks of the Chishui River" and the other is "Drink old white dry, not head."
"The Chishui River was born two big sauce-scented liquors, one of which is Qinghualang", and who is the other? Hey, hey, just don't say it, let you guess? Haha, it's serum.
The second one is against the law of advertising: one advertisement two kinds of wine? More than a thousand and more than two hundred. Is the boss too greedy or CCTV advertising expensive, haha, I see both reasons.
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