Also talk about the new Oriental ads in CCTV

Editor's note: Yesterday published the "A new oriental advertising-induced thinking-CCTV ad commentary", that night we received a letter from the reader, Spit New Oriental CCTV ads, the reader provides the new Oriental put two possible: after the "Chinese partner" era of supporting brand promotion, and summer admissions file "quick-impact pill." The text reads as follows: The day before yesterday saw the new Oriental advertisement on CCTV, this afternoon saw Ying Yingdong teacher's essay, also say two sentences. Education circle friends like to vote Baidu keyword, this time turned to the television media a little meaning-Baidu last year, advertising revenue 22.2 billion yuan, 53.5% year-on-year, CCTV advertising revenue in about 26 billion, up to 15%, no accident, this year, CCTV may give up "the King of advertising" throne. The crowd accuracy is low, the ROI is low, the price is not cheap, why after many years of silence, the new Orient will turn to a "decline" channel to carry out? The first possibility is to help the brand sublimate with the waste heat of the Chinese partner. "China Partners," the box office has broken 700 million, although the old Yu reluctantly, but the film does become a huge image of the new Oriental advertising, the enrollment and share prices are certainly positive. Then "Troika" to accept CCTV "see" Column Chai Jing interview, and so on, the spread is also very wide. After the management of the "gold", the next step is packaging companies and brands, if you want to put brand advertising, this step is right. But when you see the "goat" type of advertising film, you may have to doubt the above judgment, is the goods really brand advertising? The production of rough and inferior, completely did not show the brand connotation and brand spirit of New Oriental, just repeatedly stressed the new Oriental three words and points (but there is no reference to the point of the results), directly through back to 10 years ago the advertising style. I agree with Ying Yingdong teacher said that the new oriental emotional ties, regardless of the students, parents, many people have a special feeling to the new Oriental, if this advertisement can walk the emotional line (specific reference to the early series of people to find students in the ad case), the effect should be good. The second may be a campaign for summer admissions. New Oriental in the CCTV advertising schedule for the June 20 to 30th, a number of channels intensive delivery, obviously for summer enrollment to prepare. Links to recent Shanghai, Hangzhou, some of the campus, the teacher lost a lot of circumstances, summer enrollment may not be ideal, to find CCTV is also considered "disease nasty Touyi" bar, get some quick-impact to save the heart pill brace. But is not heart disease don't know, again anxious also to prescribe the right medicine. This group of ads from the study and gifted secondary school composed of two, which also released some signals: on the one hand, New Oriental Conservative (study), on the other hand, in emerging markets (primary and secondary) Gongchenglvede. These two areas, although the new Oriental are giants, but also face a lot of challenges, large institutions step by step, local institutions squeeze eating, and emerging online education is also eager to. For this group of ads, I still have a little doubt: CCTV ads strong in the coverage, which has a channel to sink the needs of the brand is very helpful. For example, Beijing East last year a few ads, so that the remote small county of the big Uncle Aunt know "online shopping on the Beijing-east, directly stimulated business development, such as the CCTV ads, the early brain platinum, the game "Journey" has played a very good effect. But training, especially face-to-face classes and electricity business, consumer goods are not the same, even if the four or five-tier cities know the new Oriental, if there is no campus, can not report the effect of advertising is 0 (no need to consider the new Oriental online). Why not select some key areas of the local platform to do the portfolio? On the other hand, there is clearly no intention of the new Oriental to sink the channel-recently the new Oriental closed some of the two or three-line cities, such as the Hubei Shiyan Branch, said the group to shrink the management radius, and gradually withdraw from the two or three-tier cities. So why did you choose CCTV? Is it just a "protection fee"?