"China's good voice" implanted advertising analysis and Gado success

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With the development of China's cultural industry, TV programs as an important branch of the cultural industry, also began to glow with vitality. One manifestation is a stream of new forms, innovative elements and popular television programmes. In the last five years of television program innovation process, "China's good voice" is not a rare shining Nova, not only won the peer recognition, but also won the audience's praise and love, this program since the broadcast ratings all the way higher, can also glimpse. According to CSM's statistics, "China's good voice" since the broadcast, its audience rating has remained basically over 3%, becoming one of the most popular television programs in the 2012, it is "blockbuster has been, the". "China's good voice" of the hot, but also led to the program's heavyweight advertising sponsor "add more Treasure" of the hot, its product sales and brand assets, during the program broadcast, there have been substantial growth. and "Add more Treasure" brand in the performance of the program is mainly implanted ads, which makes us have to the TV program advertising implanted this model to explore and research.

First, "The Good voice of China" implanted advertising Foundation to build

"The good voice of China" is a draft music program which is jointly introduced by Zhejiang Satellite TV and star production. The effect of the advertisement in the program depends on three main points, that is, whether the program is good or not, has the platform effect and whether the plan has innovation. In my opinion, this is the basis for the operation of embedded advertising, but also the key to the success or failure of implanted advertising. and "China good voice" in these three aspects, have done more successful.

(a) Good programmes

The so-called good program is high quality program, achieved high ratings of the program. "China's good voice" from foreign copyright, its original Dutch TV program "The Voice" has a good performance, coupled with the introduction of the original, the original mode of operation, even including lighting, sound effects, processes, etc. are strictly in accordance with the original operation, belong to the successful mode of replication. This basically guarantees "the good voice of China" is a high quality television program. Subsequent ratings data also confirm this conclusion. A good program can guarantee the high exposure rate of an implanted ad.

(b) Good platform

"The good voice of China" is a TV program which realizes the separation of the production and the complete market operation. In simple terms, the production team and the playback team are two teams, two teams do not interfere with each other, property rights are clear, which ensures that the production team can concentrate on production, make good programs, broadcast team can optimize the channel to achieve the maximum spread of the program. China's sound broadcasting team and video sites, portals, social networking sites and other communication channels have established good relations of cooperation. In this way, the essence is to build a alliance platform, you can achieve the largest and most widely spread of the program, nature, attached to the program on the placement of advertising, the same can achieve maximum transmission effect.

(c) Good planning

Planning can cause sensational effect, "China good Voice" marketing planning, in the advertising industry, belong to the outstanding. This point from the "good Voice of China" program extended a series of entertainment hotspots, can be shown. Liu Huan Tutor's retreat, Kun 32 concerts have become a micro-BO hot topic. It can be said that good planning points, planning creative, planning innovation is undoubtedly the "good voice of China," the "fuel".

"Good voice of China" set up a good program, a good platform, good planning three foundations, is the implantation of advertising has a good effect of the three major bases.

The analysis of the General Advertiser of "The Good voice of China"

After building a good program, good platform and good planning of the three major foundations, the "good voice of China" has the resources to attract advertisers, and then from the "good voice of China" to become "China's good business." Because the author can not get comprehensive information on the program's advertisers, I can only select a section, look at the "good voice of China" for advertisers attraction.

We choose the 2012 "good voice of China," the peak of the night as a section, in the 5-hour program playback time period, advertising spots 12 rounds, the length of 17%, covering 12 industries total 59 advertisers. And among them, add many treasures become the advertisement to put the most number of advertisers. As shown in the following table.

Third, the Gado program advertisement implantation strategy and the effect analysis

On the basis of good program, good platform and good planning, Gado's homeopathy intervention, in the "good voice of China" in advertising implantation, and then achieved great success. Of course, Gado's implant strategy is also more sophisticated and flexible. In my opinion, add more treasure mainly take the following several program advertisement implantation strategy.

The first is the monopoly of implants. The so-called monopoly implant that is, in a television program, advertising implants are the same company or products, to eliminate the third category of products or manufacturers advertising in the show, so as to maximize the use of advertising resources, to attract consumers attention, maximize the effectiveness of advertising, Gado is to take this strategy. "China's good voice," the title of the title, the program appeared in the product identification, the host shouted product slogan, are more treasure. This fully embodies the more treasure "wolf sex" market strategy. This strategy is also reflected in the "good voice of China," advertising implantation costs continue to rise, but more treasure to hit the heavy, continuous access to the program ads implanted resources.

The second is full implant. The author has already made the analysis in the above, the advertisement of the program is divided into various forms, including the title of the program, the product mark appearing in the program and the name of the product that the support person uses language to say. Add treasure to adopt the method omni-directional intervention various implantation advertisement form. Therefore, we in the "good Voice of China" program can be found, the title of the title, host ads broadcast, program recording the scene of decorative elements, as far as possible to reflect the logo or the name of more treasure. This is a comprehensive program advertising placement strategy.

The third is the rationalization of implantation. TV program is the cultural products for the masses, how to achieve corporate propaganda and television transmission of the ingenious combination is not easy, once the combination of poor, causing the audience to dislike, will cause the program and advertisers lose the situation. Therefore, the placement of ads in television programs, from the audience experience, to less damage or even do not count the audience viewing experience as a condition for advertising implantation. Gado in the "good voice of China," the ad implantation, the number of appropriate, implanted cleverly, for viewing experience less damage, the implantation of advertising more reasonable.

Gado through the "good voice of China" in advertising implantation, can be said to have achieved a double harvest of brand and sales. Before 2010, the Chinese herbal tea market also exists a line of the situation, such as Wanglaoji, and its positive, and and Gado brand a higher strength and emboldened, especially Wang Lugiben is Gado's arch enemy. But now, the Chinese herbal tea market, Gado a single large, which in the "good voice of China," the role of embedded advertising, can not be ignored. In sales, add more already seven years to maintain the first position of herbal tea sales, with the help of the 2013 "China Good Voice program", Gado in China's herbal tea market share reached 70.8%. This data, "good voice of China" implanted advertising work.

Iv. reasons and experiences of the successful Gado program implantation advertisement

(a) "big-name" joint

In the "good voice of China" before advertising, Gado is the leading brand of herbal tea industry. "China's good voice" when the introduction of copyright, the producers want to build it into a "big" variety show, in the program to enable the mentor, such as Ying, Liu Huan, kun and so on, are also popular music industry "big" musicians. In fact, the placement of ads in the program, more suitable for the "big" strong alliances between. That is, companies and programs are well-known brands, which is Gado implanted advertising success of the important reasons and experience.

(ii) Three degree coincidence

Gado brand and "China good voice" there is a three-degree coincidence.

Potential consumer groups coincide with potential audiences. Gado's potential consumption is mostly young people between the ages of 20-40, and most of these young people are also potential audiences for "good Chinese Voices".

Product brand culture and program cultural details coincide. Gado's product brand culture advocates the mainstream values, that is, Chinese herbal tea deep culture, national authentic feelings, social positive energy, and the "good voice of China" to promote the culture is the struggle, hard work and strive for, the two cultural values overlap.

Product Marketing Word-of-mouth and program Word-of-mouth overlap. Gado has been using authentic herbal tea as a product slogan, this slogan has been deeply rooted in the public. and "The good voice of China" is to discover the so-called purest, authentic music and talent. This overlap is very easy to form the association marketing effect.

(iii) Smart Marketing

Gado's marketing strategy is diversified, not only rely on the television program implanted in this single marketing approach, Gado only to the TV ads implanted as a breakthrough, at the same time launched the activities of marketing, network marketing, social marketing and other ways of marketing, to achieve the cooperation between different marketing methods, magnifying the effect of the implantation of advertising marketing. In addition, Gado has accumulated rich marketing experience in many marketing, for example Wenchuan the earth Epicenter's marketing, Olympic marketing, has proved the Gado marketing the clever place. This kind of clever marketing means in the Implant advertisement marketing, also obtains the play, then assists the implantation advertisement marketing success.

Implantable ads in the form of novel, negative impact of advertising, and strong marketing results, and so on, won the favor of advertisers, the Chinese TV program advertising implanted market scale rapidly growing, also appeared Gado and "China good voice" such a classic implant case. However, in general, China's advertising is still in the early stages of development, which shows that the TV program advertising implant still need to improve, on the other hand, the future of TV ads implanted market potential is huge, the future is also promising.

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