Data map
Although
will change clothes, but still the familiar lines, and the still "singing and dancing" old Man, Lady. From the cartoon Old man's ballet, supermarket articles, honor articles, cowboy articles, grass skirts and tap dance chapter ... Nasty ads are Shi Yuzhu to the giant advertising positioning, whether you accept such a nasty, such as brain platinum, gold partners have already been popular.
Shi Yuzhu's marketing style has been controversial, but he can be on the road of the relentless on his "brain platinum-style" marketing almost through his work in every industry.
the "evergreen tree" where the money was smashed
in this year's CCTV 2013 Gold resources advertising bid for the conference, giant network chairman and CEO Shi Yuzhu to participate in the on-site bidding. It is understood that the morning of 18th, the news broadcast 10 seconds advertising six units of the end of the bid, the total amount of 3.654 billion dollars. Gado, Canton Medicine, Sunrise East, the United States and the Giants group participate in the bidding. Giant investment vice President Cheng said that this year to the CCTV advertising bid for the total target of 1.7 to 180 million, the strategy is the news network and a special yellow combination of advertising, has been to 65.03 million won a news broadcast advertising.
2011, the giant group in the CCTV advertising total amount of up to 170 million yuan, in the health food industry alone, and this year's tender is basically flat with last year, compared to 2011 and 2010 are lower. In this respect, Cheng said, the current brain platinum products have entered a mature period, the amount of tender will be moderately adjusted. According to statistics, the brain platinum to participate in the CCTV gold resources advertising bidding has been the 15th year, almost throughout the history of the CCTV bidding, is a rare "evergreen tree."
The two-digit cartoon image of the platinum-brain ad is well known to the audience, and what changes and new ideas this year's advertising will have? In response to this issue, giant investment vice President Cheng in this year's advertising bidding will be the media points in advance, said, Brain Platinum new cartoons have been made in May this year, has been approved, the reason to endure not broadcast, is to put this play in the Spring Festival. A lot of people wonder if it's a different outfit, more wear or less wear? She said that from the marketing point of view, once the positioning has been determined to repeat the position repeatedly, this is a good product and brand building tools. So this year's brain platinum advertising is still the same as in the past, but also old man too, but they changed clothing, clothing or Shang burst. But in the end she still sold the, to be in the Spring Festival to the general audience a surprise.
"is called the vulgar advertisement every year." But this is my assessment conditions, the boss said if not into the top ten nasty ads rankings, my bonus 60% is deducted. Ten nasty ads inside basically are best-selling brands, very lucrative. "Cheng said earlier.
Brain Platinum Play online games
In addition to the brain platinum, gold partner, Shi Yuzhu's nasty marketing also spread to the ocean on the other side of New York. This April, according to giant network vice President, "Journey 2S" producer Guixe confirmed that Shi Yuzhu has spent in New York Times Square to buy a number of advertising screen, broadcast its new online game of advertising films. According to people said, "Journey 2S" the successful landing in New York Times Square area of the largest, the best location of one of the ads, mainly used to promote and establish image, the move to expand the "Journey 2S" at home and abroad influence has an important role. These people did not disclose the specific costs, but allegedly expensive. But it says resources are scarce and need to be "robbed". Public information shows that this is the Xinhua news agency, Samsung, Coca-Cola, South Korea Hyundai and other large companies "rush" of the lot, according to tradition, Times Square, high-quality advertising one months rent up to 300,000 to 400,000 U.S. dollars.
for the Shi Yuzhu invested heavily will advertising to New York, the industry believes that, in addition to the hope that the domestic cause of concern and bring marketing results, its foreign market has been a long time, nearly two years of data shows that foreign markets may also be fat. It is reported that the company's game "Journey", "Gold Country" has been exported to Russia, South Korea, Turkey, Brazil, Vietnam, China and Taiwan and other countries and regions. According to the Ministry of Culture released a few days ago, "2011 China online game Market Annual report" shows that domestic game exports began to grow rapidly, last year, export revenue reached 403 million U.S. dollars, an increase of 76%.
In fact, before investing in online games, Shi Yuzhu has also old debts, the intellectual property rights and distribution channel of the brain platinum sold to the four-pass holding, and successively invested in Minsheng Bank and Huaxia Bank. According to the introduction, in his search for new goals, just in October 2004, a group of Shanda Company's research and development staff came out to look for investment. Shi Yuzhu hurriedly put 20 million yuan to recruit this group of talented person, develop a section called "Journey" game. After the introduction of the game, he to promote the same way of brain platinum, set up in the country 1800 offices, a year to expand the extension to 2000 people, more than 2000 people's promotion team unexpectedly by many rural Internet cafes boss's favorite. It is said that the owners of the Internet cafes cheerfully took the "journey" marketing staff in the hands of the game poster, posted in a conspicuous place in the Internet café, back to the promotion of tea poured water. After all, this is the first time a merchant came to deliver something, even just a few posters. "I only posted free internet cafes, the collection of money is not in." Shi Yuzhu said.
In addition, according to the introduction, Shi Yuzhu also regularly organizes "charter" activities, the Internet café all the machines pack down only allowed to play the journey game. The national 50,000 Internet cafes participate in the activities at the same time, one months of the cost of millions. But for many less than half of the small Internet cafes, Chang profit can be imagined. Plus the owner of the Internet café to share the sale of the journey point card 10% discount, which makes Shi Yuzhu rural market "a spark" stretches. This kind of carpet marketing, make operation only more than a year of "journey" among the Chinese online games monthly income of hundreds of three of products.
has a memory called repeated
almost every year dozens of big nasty ads, Giants group always on the list. Shi Yuzhu can be said to be a legend of China's advertising industry, from the brain platinum to the golden Partner, and then to the golden Wine, he became the leader in a few years health care products. "This year's feast does not receive gifts, gifts on the brain Platinum" This sentence that everyone familiar with the advertising language played on TV for 10 years, and each year is the same old people repeatedly dance the picture, so the audience was hanging the "vulgar advertising first" the number one sign. Shi Yuzhu's products Whether it is the cartoon of the old people's dance, supermarket articles, filial piety, jeans and grass skirts and tap dance, the same article, not the slightest idea.
Although so many years have been criticized, but the product sales of proud people let Shi Yuzhu and his giant group, and Shi Yuzhu put ads is targeted. For example, in previous years, CCTV advertising resources bidding, the news broadcast 7.5 seconds after the first choice of the right to choose more than the giant group of Shi Yuzhu. Last year, the rules of CCTV ad bidding and the past years have changed a lot, and the Giants group has also changed its strategy to transfer to the weather 1+1. Cheng explained that this change is mainly due to the company's product seasonality and the label of the mark of the object does not match. People familiar with the analysis that the brain platinum, gold partner as a positioning gift market health care products, sales cycle mainly focused on major holidays before. Spring Festival in 2012 is just in late January, so the giant group's sales season is mainly concentrated in the first half of January 2012, and the February after the Spring Festival is basically no more advertising will be useful.
in the target audience, according to the introduction, the giant group positioning in China's first-line major cities outside the 234-wire market, the market has 700 million people, and the brain Platinum, gold partner mainly for the middle of the pyramid 500 million people, and such a crowd is CCTV prime time coverage of the best group of people.
and for advertising how to generate sales force, Cheng will be summed up as: consumption of designated advertising. That is, in advertising, be sure to tell the consumer what your product is for, to tell the consumer exactly what your product is capable of, and to keep repeating this claim and claim until you establish a fixed impression in the minds of consumers. In fact, it is said that the giant group had also made some creative gifts ads, please kun and Dashan interpretation of a disciple to give gifts to the master, but the creative applause is not a draw. "We have always believed that consumers are the most forgetful, to let consumers remember product information, first of all to give the product an accurate positioning, for example, we know the positioning of the product is a gift market, followed by the transmission of a stable, unchanged information, the specific form of advertising in the symbol unchanged, repeated, can form a memory. Cheng once said that she even felt that sales-oriented advertising basically does not need creativity, only need to remember and impression on it. It is understood that in order to ensure the effectiveness of advertising, the giant group each time the advertising script to make several different versions of the cartoon effect, and then find the target audience group for testing, access to the target group recognized ads can be officially filmed, good samples will not immediately launch, the first choice in a regional market for the pilot, Good results will choose the national media, the effect is not good words to be creative and production.
"Many enterprises are aware that the brand is the memory of consumers, so some enterprises would rather be scolded can not be forgotten, as advertising, its effect is understandable." "said Wang Chunquan, vice dean of Journalism and communication at Northwestern University. One advertiser pointed out that the effectiveness of "historical advertising" comes from a lot of research into the accurate grasp of consumer psychology. He spends 70% of his time focusing on consumers, devoting 20% of their energy to terminal execution, and spending 10% of their energy on managing distributors.
but the International advertising agency President Libin has said: "The lie repeats the Thousand times is the truth, the manufacturers make full use of this." "He believes that the vulgar advertising is ferocious but also quickly retreat." Consumers will always learn lessons from being cheated, and not repeat the same mistakes again and again. Tiger, director of the Art and Design center of the University of Communication of Communication, said that to curb the prevalence of vulgar advertising, moral condemnation is not enough, must have more perfect regulations to restrain. Advertising, such as excessive hawking, dull content and audio-visual pollution, can be regulated and managed by advertising laws. "In foreign countries, the moral constraints are equally weak." To deal with such incidents requires the overall mobilization of society as a whole, and some knowledgeable and responsible people will come forward, forming a social consensus, and contributing to the change of rules and the actions of government departments. "Wang Chunquan introduced," in the United States appear nasty ads, people can boycott, do not buy goods, do not watch TV, but this behavior is a certain planning, there is a formal deployment, pay attention to rhetoric, very rational, so that is effective. If only verbal abuse, often become an accomplice to advertising influence. ”
