Good idea for brand advertising

Operation of word-of-mouth: the vulnerability of the conspiracy

noreply@blogger.com (logo merchandise) — Wed, 07 Jan 2009 00:01:00 +0000

Operation of word-of-mouth: the vulnerability of the conspiracy

In the classic marketing (advertising and public relations) context, the mass and there are two distinct groups. Chuan is the mass, and send a message, or organization; affected, that is, by those who receive such messages, also known as the audience. These two concepts of cutting, at first is to describe the convenience of (this as in economics where producers and consumers have to cut as the two groups), then, habits into a natural, the audience will be described as a group of blind acceptance of all kinds of information people.

This habit of thinking logically, making advertising and public relations operators or researchers, has maintained the "natural" as some kind of real sense of "natural", it seems natural audience is blind to receive such messages. They pay more attention to such issues to consider: The audience received the information after what is offensive, or expressed strong interest in? Or, simply on the HKTB launched the consumers? Advertising or public relations people, appears to have done little to consider the question: how audiences receive information? Because the answer seems very simple: the mass media (Mass media) chant!

The reason why mass society known as the mass society, and "mass media" or "mass" which is closely related to. The mass of the word, English expression is mass, already contains a "good but a large" metaphor. Mass society of origin should be traced back to the mid-15th century printing of the Gutenberg revolution, because, since the printing has been on the rise to the formation of the scale of the mass media, so there will be a mass communication (media lack of it is not possible Mass Communication), eventually formed a mass society.

Although researchers have long ago reached a lot of people are convinced of the theory: the secondary spread of the theory, or opinion leaders in the theory. The core of this theory lies in the fact that in the mass society, the public sometimes is not affected by the mass media, and more, those around them is the so-called "opinion leaders" by the impact. However, it seems only a sense of common sense, it is difficult in the use of specific marketing, the reason is simple: the assessment is very difficult to quantify.

Since the assessment is difficult to quantify, since the mass media affect the general public also has a certain effect, then, tens of thousands of marketing promotion expenses into the mass media, it becomes a matter of course. With the rise of network marketing, people gradually found on the Internet there is a group of opinion leaders, as well as can be opinion leaders for instigating the "I" used to help the "I" on the Internet to complete "the dissemination of two." This is the so-called "word-of-mouth marketing."

However, two (or N-class) to disseminate the essence of belonging to interpersonal communication, and today we have too many ad sales people seem more interested in mass communication (so far China's position on interpersonal communication research books, including the translation of books, few left). Everyone knows the importance of the organization's reputation, but not everyone knows how to word-of-mouth operation.

This article published in the vPro | boraid | 1 Yes, I am here to say is: word-of-mouth operation.

To manage the position of the mentality and to word of mouth is very difficult to operate because the mouth longer to someone else, you can not do - no, not you say so. To guide the position of the mentality and word-of-mouth is not impossible to operate. The key is that an organization's reputation is composed of two parts: the organization (or product) of visibility, as well as reputation.

I personally have always thought that, if not well-known, it is not what reputation. Therefore, nowadays a lot of word-of-mouth marketing activities around the reputation is actually make a fuss about, nor even well-known. A result, organizations have to hire a lot of gunmen to write did not experience the product experience report, it was not surprising been criticized as a "marketing of violence."

But in fact, word-of-mouth marketing in the settlement of the issue of visibility is very easy to operate. Organizations know how to write a press release, through public relations, to the greatest possible number of media published, but expect the audience to help say much to defend themselves, this logic is very strange. Allow recipients to become Chuan collusion, but also do not allow them to do those things the non-existent. The press release given to them so that they can be widely disseminated, this is a conspiracy.

Give a very simple example. this shaver brand in the middle of this year introduced a new razor. wrote a few press releases, and then called on Internet users with widely scattered, for example, in the BBS, for example, in Blog, such as in the SNS. Internet users can do the driving force, there are 100 lucky get 100 yuan worth of goods to offset coupons. About thousands of netizens took part in this event, those who do not waste the wisdom of brains and experience, where what to write the report, a copy plus copy, to complete. Finally, there are 100 lucky ones to receive and consume to the deduction of 100 yuan coupons. Of course, also easy to get a little sales.

This is a reputation marketing practices, the operation is only one goal: visibility. Let more people know the better, which is ideal for new products (not brand name) to do. You launch a new product, so a lot of people help you applauded both breach of business ethics, but also very difficult to operate, the effect of a certain general.

Let the audience to conspire to enhance the organization's reputation to promote, it becomes slightly more complicated because the organization must understand enough recipients. With the way the mass media are also not encouraged by the (such as a mass e-mail what), organizational needs and their interpersonal communication.

In today's networked society, in fact, not too many brands to form the climate community, the majority of the Organization's official website and the website of the death made little difference. The establishment of a brand community is one of the ultimate goal to find a group of qualified people: they are fanatical brand Fans, also have practical experience of product usage. Moreover, the brand or the product itself, but also have enough experience and stories available to write (a pack of shampoo, is to write what experience). Brand reputation reputation resolve operational problems, in fact, in today's interaction in the political arena, there is no positive solution.

Britain and the United States advertisers spending down

noreply@blogger.com (logo merchandise) — Thu, 20 Nov 2008 00:30:00 +0000

Britain and the United States advertisers spending down

The credit crisis spread to the network are cold and the media industry. Research shows that for five consecutive years of rapid growth, the online advertising industry growth will be weak.

Enders is a media analysis group. The company Monday issued a research report, the British online advertising market's growth rate in 2008 from 28% to 18.5% downward adjustment, the market capacity of 33 million.

In all the major advertisers in the financing, recruitment, as well as the real estate industry, advertisers have cut their spending.

Online advertising is still the driving force for growth, "according to the paid search", the search advertising is also one of the largest online advertising market. At present, Google is the search advertising market leader. Enders analyst Ian Maude said many of the advertising business is expected to release third-quarter of online display advertising revenue to be flat or decline.

Enders is estimated that the display-ad market will grow by 9.8 percent to 650,000,000 pounds, and classified advertising market will grow by 7.8 percent, - the two markets, respectively, over last year's 30.5 percent growth rate and the growth rate of 54% of the "decline of many . " In contrast, the search advertising market this year will grow by 25.4 percent to 2,000,000,000 pounds because they are able to offer customers a faster return on their investment.

U.S. market research firm Nielsen Company reported that in 2008 the U.S. image in the first half of the advertising market recession. The report pointed out that the U.S. financial services ad spending dropped by 27%, while the financial services industry is the largest online advertising advertisers.

This weak market conditions will not only affect Microsoft, Yahoo, America Online, such as portals, but at the same time will affect all ad publishers.

Search advertising revenue as a result of rapid growth in online advertising market will also remain higher than the growth rate of other media, but online display advertising weakness will have an impact on the overall online advertising market's growth rate.

Internet marketing the new model

noreply@blogger.com (logo merchandise) — Thu, 20 Nov 2008 00:28:00 +0000

Internet marketing the new model

Internet marketing experience are reflected in the "personality, independent, interactive experience," the characteristics of its development will be highlighted even more "user sovereignty."

In the early development of the Internet, Internet marketing is still in the mode of traditional media to imitate, Internet advertising was the most important marketing tool. The development of the Internet to the "Web 2.0" era of consumer demand for personalization has been a great meet, the interaction between the consumer and interactive greatly enhanced in the new context, to provide consumers with full autonomy , The consumer use of the initiative and the consumer word-of-mouth spread of the effectiveness of the Internet has become the cornerstone of the new marketing.

Web 2.0 era, so that blog marketing, business marketing blog, RSS marketing, podcast marketing, video marketing and community marketing and other marketing model the rapid development of Internet marketing enterprises to become the new choice.

In 2008, video marketing, community marketing, marketing models of comprehensive utilization of Web 2.0 has become the largest marketing features. United States presidential election, for example, candidate Barack Obama in a speech in Philadelphia on the video was YouTube, the number of on-demand over the three major U.S. cable television network broadcast of the total number of viewers; and Obama in the campaign on YouTube channel At present, subscribers have more than 100,000 people. Obama's Myspace in the social Web site a few friends for nearly 40 million people, which built the circle of friends, set up group, voicing support for him to spare no effort to raise campaign funds, Obama won the final credit.

Widget / Gadget is a for businesses and consumers can be developed independently, to achieve a particular function in a small module can be embedded in the Web site or downloaded to the consumer's computer use. Widget / Gadget can be entertainment such as games, calendar clock, subscription information, and auxiliary systems, network tools and other Web applications. Consumers can use the Widget / Gadget tool to achieve their required services. Domestically, the general will Widget / Gadget called pieces of micro-, small tools, small modules. Widget / Gadget outstanding advantages in marketing to consumers to provide a simple and comprehensive understanding of their own enterprise product information and dynamic means. It gives enterprises Widget / Gadget is a kind of marketing by giving consumers the right to choose and get the value of the interests of enterprises in order to achieve a new way of marketing, as well as businesses and consumers to create a good environment for communication, both sides realized Common interests. At present, domestic Widget / Gadget sales are off the market, and in 2008 the American Enterprise Widget / Gadget marketing spending will reach 40,000,000 U.S. dollars, Honda, Sony, Time Warner, Metro-Goldwyn-Mayer, 20th Century Fox, and other companies have used Widget / Gadget marketing.

The Internet marketing experience is a breakthrough in the traditionally "rational consumer" on the assumption that the consumer is when both of Sense and Sensibility, consumer spending, consumer, after the consumer experience is the consumer research Behavior and brand management of key enterprises. Online games, antivirus software, movies, music and business Web site often used the Internet marketing experience, providing consumers with a free trial period of time, consumers feel good experience in the case of the use of fees so that consumers feel good value for money . For example, in 2007, Huangguoshu Falls Zbox electronic platform for the Internet magazine Panorama marketing experience. In this mode of marketing, the 115 square km area within the scope of "food, lodging, transportation, travel, purchase, entertainment," through activities such as photos, animations and other forms to be visual, auditory and packaging line, line Promotion, greatly satisfied the tourist area of culture, eco-geographical environment, guided tours, guide and so on. The recent emergence of a "test passenger network," and "family-off test" and "customer test marketing" has become the Internet marketing experience with the combination of traditional marketing the new development.

Many forms of Web 2.0 Marketing, Widget / Gadget marketing, Internet marketing experience are reflected in the Web 2.0 era, "personality, independent, interactive experience" characteristics. In the future, the development of the Internet will become even more prominent, "the user's sovereignty" and the interaction between the users, it is foreseeable that the Internet marketing model will be towards the full service for consumers, increase the "consumer sovereignty" to ensure that consumers "take the initiative for enterprises sales "Direction.

Financial crisis would lead to a slowdown in online advertising

noreply@blogger.com (logo merchandise) — Thu, 20 Nov 2008 00:25:00 +0000

Financial crisis would lead to a slowdown in online advertising

Beijing on September 23, Monday, the Financial Times published an article Sasser pointed out that the financial crisis has spread to online advertising market, research institutes show that the UK online advertising market in 5 years in a row after a high-speed growth will be the first time Slow down.

According to media analyst firm Enders study published Monday showed that Britain expected the online advertising market in 2008 grew by 18.5 percent, lower than the same period last year, the expected 2007 annual growth rate of 28%.

Enders estimates that display ads will grow by 9.8 percent, classified advertising will grow by 7.8 percent. Comparative advertising last year showed 30.5 percent growth, classified advertising grew 54 percent, this year's situation is really bad. On the other hand, search advertising will grow 25.4 percent, up to 20 million. This is because the search advertising brought about by the return to investors more quickly and easily.

Finance, real estate advertisers online display advertising is one of the major sources, but by the financial crisis, they have reduced spending on advertising. Add too much stock of display ads, online ads will show a decline in the third quarter.

"Random network (Run-of-site) advertising will decline", Isobar digital media company CEO Nigel Morris pointed out that "video advertising will increase."

In addition, Enders analyst Ian Maude pointed out that search advertising, the driving force remains strong.

Nelson of the United States has issued reports that the United States has declined in the first half of display ads, and pointed out that U.S. financial services industry to cut advertising spending by 27%, while they are online display ad one of the main customers.

The slowdown in online advertising not only affects the portal such as Yahoo, AOL, Microsoft, which has also affected publishers and other media companies, because they are now increasingly rely on online advertising growth.

Search advertising will ensure good growth in online advertising growth is still better than other advertising media. However, online ads show the rapid growth of the stock, in particular, brought about by the social network display advertising inventory, online ad growth will face downward pressure.

Financial crisis would lead to a slowdown in online advertising

noreply@blogger.com (logo merchandise) — Thu, 20 Nov 2008 00:25:00 +0000

Financial crisis would lead to a slowdown in online advertising

"Random network (Run-of-site) advertising will decline", Isobar digital media company CEO Nigel Morris pointed out that "video advertising will increase."

In addition, Enders analyst Ian Maude pointed out that search advertising, the driving force remains strong.

CPM Central costs dropped more than 11%

noreply@blogger.com (logo merchandise) — Thu, 20 Nov 2008 00:24:00 +0000

CPM Central costs dropped more than 11%

Beijing time on November 3, according to foreign media reports that the U.S. ad network optimization company The Rubicon Project (hereinafter referred to as the "Rubicon") recently issued the report, during the third quarter of this year, the U.S. network of major advertisers to pay by CPM (show Advertising cost per thousand impressions) than the average cost of the second quarter declined by 11%.

U.S. major network advertisers to pay by CPM (Tencent Technology distribution map)

Prior to Rubicon for a total of 307 U.S. Internet advertising agencies and content publishers 1300 conducted an investigation. The report showed that during the third quarter of this year, three types of sites with the biggest drop in the cost of CPM, they were social Web site (down 3%), the site of young people (down 8%), music and entertainment Web site. However, in the same period of major U.S. news, site CPM Information but the cost of an increase of 36%.

The report also pointed out that during the third quarter of 2007, major U.S. venture capital firms advertising on the network of service providers with a total investment of 800,000,000 U.S. dollars, in the second quarter of this year, has dropped to 400,000,000 U.S. dollars, in the third quarter of this year is down 241,000,000 U.S. dollars.

MySpace new advertising system

noreply@blogger.com (logo merchandise) — Thu, 20 Nov 2008 00:22:00 +0000

MySpace new advertising system

Beijing time on November 6, according to foreign news media reports, MySpace's self-service display advertising is products MyAds in the Oct. 12 launch of an official from the now less than a month. According to sources, the service worked well, every year for MySpace brought about 50,000,000 U.S. dollars of income.

MySpace familiar with a number of people who said, MyAds growth in the demand for fast, the service has been released from the daily average income in the 140000-180000 US dollars, which means that at least a year for MySpace brought about 50,000,000 U.S. dollars of income. This, MySpace did not comment.

The source said that a lot of money, as well as the use of advertising in the MySpace page has the musicians, all in the trial MyAds system. These artists bring MySpace to double ad profits, as they are advertising links to the MySpace page, the Web site to increase page views and advertising.

Industry estimates that in June 2009 of the end of the fiscal year, MySpace revenue up to 10 billion U.S. dollars, obviously MyAds in promoting the growth of revenue will play an important role. 2008 fiscal year was estimated at 750,000,000 U.S. dollars. MyAds allows advertisers to bypass the general sales channels, using a Flash tool for the production of its display advertising, and the manner in accordance with the pay-per-click operation. Facebook has a similar product, but also allow advertisers per-click or pay-per-view, but can only release the text of ads.

Google to sell DoubleClick's business

noreply@blogger.com (logo merchandise) — Thu, 20 Nov 2008 00:20:00 +0000

Google to sell DoubleClick's business

Beijing time on November 8, according to foreign media reports, Google (Google) recently to the U.S. Securities and Exchange Commission (SEC) submitted by the 10-Q document management, the company's Performics to sub-sector SEM (search engine marketing) business France to the sale of advertising giant Publicis (Publicis) trading price of 53,000,000 U.S. dollars.

Performics was under the DoubleClick advertising network, Google in March this year, completed the acquisition of DoubleClick after the (trade amounted to 3,100,000,000 U.S. dollars), Performics business into Google. Google said on August 6, Performics will be sub-sector SEM business sold to Publicis. The transaction was completed by early September this year, but Google has not disclosed the specific transaction price.

Publicis as one of the world's major advertising agency, headquartered in Paris, its advertising covers television, magazines, movies, radio and the Internet, and so on. Analysts said the sale of its Google SEM business is the main reason: the business with Google's core business in conflict and undermine the business SEM Google search ranking of impartiality.

Internet advertising will increase 14.5 percent

noreply@blogger.com (logo merchandise) — Thu, 20 Nov 2008 00:20:00 +0000

Internet advertising will increase 14.5 percent

Beijing time on November 9, according to foreign media reports, according to one expert said that the global economy in general look at the current decline, the network advertising market may be one of the bright spots, although its growth rate slow, but in recent years The total market is expected to double. But the biggest problem is that despite the hype campaign, the ad network has only to the advertisers running ads of the total expenditure of about 5%, and mainly in areas such as video and SNS.

Relevant media reports said this week in New York organized by the ad: tech digital marketing at the General Assembly, ComScore Vice President Evan - New Fader (Evan Neufeld) said that media advertising spending has been on the decline, the market research firm, but still In 2009 judged that the network advertising market will grow 14.5 percent, which means that the markets need to release more positive news, as well as the Web site to provide a new profit models to attract advertisers. Morgan Stanley (Morgan Stanley) managing director and analyst Mary. Mike Er (Mary Meeker) recently held in San Francisco, Web2.0 Conference also pointed that the advertisers running ads on the network share of the advertising still accounts for only a small fraction of the total amount invested, and on-site To provide a large number of facts and figures confirm the world's leading industrial sectors in the production of a sharp recession, IT and advertising in the area also be spared. But she also pointed out that online advertising is only a small area of advertising branch, and the end of the year 2009 as well as the online advertising market cautiously optimistic.

It is reported that now the largest advertisers on television and magazines to remain in such areas as the main battlefield of advertising, such as the 2007 U.S. ad market value of 469,000,000,000 U.S. dollars, divide up the newspaper 46,000,000,000 U.S. dollars, radio and television to the hunting 44,000,000,000 U.S. dollars, but The network has allocated only 21.6 billion U.S. dollars; and put the residents in each user's ad spending, the newspaper for 818 U.S. dollars, while the network is only 288 U.S. dollars, a huge gap, but also means that its market has great potential. She cited as an example eBay's Skype, said that although the current per thousand audience of advertising costs down, but at the same time audience has increased rapidly. Skype is second only to China Mobile (China Mobile) of the world's second-largest VoIP carrier, which amounted to 370,000,000 registered users, and not the number of China Mobile, but only 1.55 U.S. dollars will be able to enjoy the year-to-call network services, the cost of Are far lower than China Mobile, Houjinshizu development.

At the same time, Mike Er said that the current SNS and the type of search sites have a lot of profit potential, such as Youtube to a sudden jump in the annual rate of 52% of the rise of users so far, 320,000,000 users. Facebook users reached 161 million and more than doubled last year. However, the growing recession in the global economy, and in the future two years, along with giants such as Google Inc. are also most difficult, if they can not produce immediate benefits, and also to provide a large audience to attract the eye of new products in order to make ends meet, also Meikle Cautiously optimistic for the current situation and speak words of a classic: "The eyes follow the eyeballs go, a matter of time" (Eyes follow eyeballs, It just takes time). She also expect companies to have a year or two of the troubled times of economic recession, one out of the Shining Path.

NICE beat Mengniu

noreply@blogger.com (logo merchandise) — Thu, 20 Nov 2008 00:18:00 +0000

NICE beat Mengniu

In this gathering of the rich, had shown the magic of the capital, the total number of Merry by wind and rain to go. For example, NICE and Mengniu drama for the whole year naming rights.

In this year's ads in the promotion of gold resources, "CCTV special drama theater," has also become one of the most intense competition. "CCTV special drama theater" by the end of 2009 price of 93,000,000 yuan. "Host voice faded, and Mengniu NICE embarked on the fight to 5,000,000 for the price of a liter. After more than 1 hour of intense competition, NICE 181,000,000 yuan to 124,000,000 yuan and on winning in 2009 And six in the second half of the "CCTV special drama theater," will open up the whole year of special rights. In the first half of "CCTV drama theater special" price in comparison to the upset in the auction up 95%; in the second half of the price is up 33 %. NICE service has also won in 2009 marked the King.

Mengniu in the "CCTV special theater drama" failure does not affect the other time ambitions. "A special section in 2009" (the period after the weather forecast) in the first unit bid, Mengniu 44,890,000 yuan to the successful "A special section in 2009," the first unit is a location in the price of the reserve price rose 149 percent; 33,800,000 yuan to be "A special section in 2009," the third time unit is a location in the price of the reserve price up 93%.

Unlike previous years, the new CCTV "" CCTV2009 China's economic Person of the Year Award "exclusive title", "2009 China Central Television Arts Alliance", "China Central Television 2009-2010 sporting events live program partners", "2009 Central Television sports channel designated products "project.

Among them, Li Ning 158,000,000 yuan in order to obtain the "2009 CCTV sports channel apparel suppliers," the title, the upset in the relative price rose 168 percent; Langjiu 40,990,000 yuan in order to win "CCTV2009 China's economic Person of the Year Award" exclusive crown ", The upset triumph price rose 46%.

Sohu, Taobao rise

noreply@blogger.com (logo merchandise) — Thu, 20 Nov 2008 00:17:00 +0000

Sohu, Taobao rise

In addition to the giant network to obtain information after the first version of the standard unit of time, the fourth time in the first unit of the right to choose; Bosideng cost 76,800,000 yuan was fifth, sixth time in the first unit of the right to choose; to the United States and the Group of 73,000,000 Yuan was the second and third time in the first unit of the right to choose.

News from the network after the standard version of the successful business, we can see that in addition to the familiar list of Taikang Life, Gree, Hangzhou, and other well-known pharmaceutical brands, Taobao 46,140,000 yuan in order to carry into the black list posture, as China's Internet Top 5 industry, is not much action. Sohu also on the list of names.

In the global economic downturn, companies look for the winter coat, Taobao for the first time to participate in the tender CCTV ad unit, the boom Xiao, vice president, told reporters: "The better the economic situation is not good, fast consumer demand for goods will be enlarged, This is the opportunity to Taobao. "

The three dairy, but do not have alarms, the blockbuster. 132,000,000 yuan was spent for the 10th consecutive month in the hours after the news network's broadcast advertising. A scene who declined to be named, said the industry in Mengniu, Erie breath, three should make good use of advertising to play in 2009 to fight for the market, not to be missed opportunity.

Internet access to brand marketing era

noreply@blogger.com (logo merchandise) — Thu, 20 Nov 2008 00:14:00 +0000

Internet access to brand marketing era

"I believe the strength of the brand," inspired by the slogan, Melatonin, NICE, Sohu, Taobao, three and many other brands with a capital yesterday with the dream of attending the annual CCTV in Beijing Media Center, a high - Brand-side show.

CCTV tender advertisement referred to as "China's economic barometer," "The wind vane changes in the market."

In addition to the NICE, such as the Giants are still in the lead position Kuiranbudong, Sohu, Taobao, and so on were given "after the network version of the standard" S, shows that the Internet industry into the era of brand marketing; three and a cost of 132,000,000 yuan was 10 in a row In the months after the network news broadcast advertising time, it seems intended to rewrite dairy market territory.

Melatonin advertising marketing miracle

noreply@blogger.com (logo merchandise) — Mon, 20 Oct 2008 23:57:00 +0000

Melatonin advertising marketing miracle

Melatoninad just come out on the "offending" the advertising industry, has caused countless shout curses, but if the tide-like irony, Melatonin sale of products sold. Shi Yuzhu, said: "Every year we re-tenth of poor advertising in the first ten poor advertising Melatonin is the number one gold came after the second partner is the 'gold partner', but your attention to the Top 10 ad is a year-for - Stubble, the tenth year after year is not bad for advertising. "Melatonin for advertising, particularly television advertisements, no one does not feel tired. But you can not escape from, unless you stay away from television. But no matter how you escape, the voice of Melatonin ads, images, words such as the still firmly etched in your mind, that is, in any case, do you still remember Melatonin, which is pursued by the communicator.

in accordance with the "conventional" Melatonin is long overdue, "die". Because the health care products in the market, "one after the other, corpses everywhere" to describe the competition between various types of products should be the most appropriate. However, the 10-year-old Melatonin not only dead, but also to live quite well. Melatonin Melatonin since 1998 in Jiangyin market every year to maintain 10 billion in sales. 2006 data are to achieve all-time high, close to 15 million. China's health care products industry in the short-lived, the cycle of struggle, Melatonin is the creation of such a miracle. "I know everyone is tired of Melatonin advertising, but advertising will remain the bombing." Jianteshengwu Shanghai Science and Technology Corporation, said Liu Xiong, director of marketing, advertising people a bad impression of Melatonin, but what is certain is that Melatonin will deepen the impression.

Liu Xiang, Guo Jingjing non-Olympic sponsors ad banned

noreply@blogger.com (logo merchandise) — Mon, 20 Oct 2008 23:55:00 +0000

Liu Xiang, Guo Jingjing non-Olympic sponsors ad banned

Legal experts pointed out that the proposal can only strengthen self-discipline and moral constraints, if there is no response to the initiative's signature, then do not have the force of law. This proposal may issue of Marketing Department of Beijing Organizing Committee said in the release of this proposal before the Beijing Olympic Games and has been participating athletes, coaches, and other related agreements signed, athletes and coaches have a serious commitment to Without the approval of the IOC, during the Olympic Games in Beijing should not use my image for commercial purposes.

The reason why the Olympics were many businesses in 2008 as a major promotional platform, of course, because this piece of the cake is too tempting. It is understood that CCTV only during the Olympic Games in Athens 15 days on revenue of 500,000,000 yuan in Germany during the World Cup income 700,000,000 yuan. Directed "during the Olympic Games every 379 U.S. dollars into ads can be 10,000 U.S. dollars of return" of the Olympic advertising law, a large number of business-to-original capital at the Olympic Games can be described as advertisement. But during the Olympic Games in Beijing, prior to the Olympic Games in the Chinese market during the period Changbian the sweetness of domestic and foreign non-Olympic sponsors, there is no such a bold and unrestrained. China Advertising Association believes that this non-Olympic athletes speak sponsor of the ads are also invisible infringement, will be Aug. 1-27 to control advertising during the broadcast, Olympic champion Liu Xiang and Guo Jingjing endorsement by the ad, can not escape, The Beijing Olympic Organizing Committee has also issued a proposal.

Effective brand advertising and word of effective business negotiations

noreply@blogger.com (logo merchandise) — Mon, 20 Oct 2008 23:54:00 +0000

Effective brand advertising and word of effective business negotiations

"What kind of ad the most effective, each is engaged in marketing the work of the people are very concerned about a major event, but also entrepreneurs often confusing because companies have to spend a lot of money to do propaganda, engage in promotional activities, If the ad is not ideal, the effect will be greatly reduced, or even a negative effect. "Gao Jianhua teacher said. He summed up the following 6 effective ad features:

this, for a company to set up or not inappropriate, irrelevant;
have a clear concept of value, and do not have to use to emphasize the distinction;
market position is very clear only for a specific consumer groups, exclusive;
and stressed that the same or similar product characteristics and the difference;
focus on users are most concerned about one or two aspects;
inspire people to imagine, for comparison to the desire to try.
us that the ads from a different perspective of interpretation, is also an effective negotiation, corporate advertising is aimed to promote sales, prompted more consumers to buy products through advertising and consumer understanding of the product After a decision to buy its main purpose is to meet their own needs, and one of the main need is to solve its own problems, such as a calcium supplement can solve the problem of Yaosuanbeiteng; also because of the provocative ad to meet their own Curiosity, to verify whether or not some of this good? In addition, the pursuit of fashion, such as two years ago, in the presence of someone else you eat a meal of noodles, "Amway" nutritional supplement tablets, also secretly follow the example of their own, and to buy back their children, for fear that behind the others.
The ad attributes are divided into two categories, one of reason, and the other is inflammatory. Gao Jianhua teachers come to sum up: a good ad should have four characteristics: strong and convincing, targeted, high-confidence, cultural characteristics.
We live among people from a variety of perspectives and understanding that if, at any time of the negotiations carried out; communication everywhere; life for themselves in advertising and so on. We have 24 hours a day, a lifetime of about 30,000 days, as a modern man, a business organization's managers, should be a variety of cross-use of knowledge, negotiation, in the rhetoric into effective ad features. For example, I saw a leather sofa, ready to buy, and I miss the sale negotiations, first of all, I am pretty sure this sofa, I liked, so she told me to make Taotao Di, I heard that you Said the well, your smile is very sweet, very pleased Sales Miss, I adopted the principle of negotiations, first in good faith, affirmation, praise each other, and not against each other, establish a good relationship; I also said that Miss, I A proposal to you, please tell your boss that you make the sofa with the line quality is not high, because the line torque is directional, you pay attention to foreign brands of jeans with the line, your line is floating in leather On the surface, and furthermore did not look shiny. After listening to this young lady, turning gave them a phone call to the boss, Xiaohe He told me to come back, the boss said, you go to the factory index, set your sofa to the decline in the price of 2,000 yuan, according to the ex-factory price, sell it to you.
This is because I am usually the accumulation of knowledge, the economic benefits brought me, I targeted expertise that reason, giving top priority to industrial, high credibility, not only to convince the other side, but also established a good relationship. And we in the business of negotiations or talks of life, often can not grasp and skilled use of the principle and the principle of negotiations, often with the other stations to form the opposition, and unflinchingly accused each other of bad, do not show good faith, and so on And so on, the negotiation of the three major principles: 1, to reach an agreement; 2, an efficient, well-targeted; 3, with the other party and the establishment of good relations. The two sides are due to the other side, there is no sincerity to each other often do not speak for you; and sales skills are the last to talk about price, the principle of negotiations is not to be the first offer, all roads lead to Rome, between people is the most important thing first of all do a good job Relations, in particular, we are Chinese.
We have privately commented my mother is an excellent diplomat, good sales people, only untimely. She Huishenghuise to my teacher (Taiwan), introduced the hometown of Dalian in particular delicious seafood, Sichuan cooking method, while we were listening to her description of the infection, the teacher said that Taiwan is an island, there are a variety of Seafood, a variety of cooking methods, the world's ever been to many places, no one ever been to China Dalian beautiful; and his mother met together to eat Dalian mother's hands-on cooking style seafood, as guides mom, Enjoy the beauty of Dalian. Mother Nature is home to Dalian made ads, advertising is very of seditious words; I get after listening to the teacher, very seriously told me that the inclusion of these plans.
I want to ask me to trade them for the sales force for sales training, I would like to make a software program, in order to meet the demands from the six major aspects of (the market's signal to identify, information management, project management, business talks Modern marketing, international trade, etc.) are given the outline; as a lecturer, of course, want to spread more knowledge to others; as a corporate leader in the hope that employees real ability to learn. In fact, sales of a very important job is communication, negotiation, advertising, these three areas and other aspects of the turn is carried out, to introduce customers to your product, is an oral course of the advertising is advertising, to be followed on the effective The principle of advertisements, in line with the characteristics of the ad, and then to negotiate the use of science and other subjects of the theory of principle. Sales is a pleasure to work with people, not we often see that the sales staff, very hard, but inefficient.
Gao Jianhua teacher also pointed out that: "In fact, the operation of multinational enterprises in the course of business and, in many ways no 'trick', they have done is in accordance with enterprise management, marketing and marketing of the basic rules of the game, Honestly to each of the work... "
For example: Colgate read the ads may recall that a few of his prominent features: toothpaste will be painted with the hard shell and not the hard shell coated with toothpaste into the acidic solution and then with a hard object to beat, no toothpaste Tu To be broken, and painted on the toothpaste intact, which is a concrete manifestation of the strong and convincing. Colgate's advertising "hero" and other consumer goods advertising Another difference is not a star, but its use on behalf of the target audience of primary and secondary school students in order to strengthen its targeted effect, as Colgate and many other multinational companies producing consumer goods Recognize that "从娃娃抓起" the importance of its target audience is one of the primary and secondary school students; Colgate ads are all very familiar with the environment around the shooting, there are obvious, "Chinese characteristics", the culture Bright.
In short, efficient and effective advertising and word of negotiations or other management disciplines are the same, to become a good business, we have considerable expertise, and the door to more theory-based management guidance; spend a bit of time each day Look at advertising (television, print media) to study the advertisements, corresponding to its own ad business, from which sum up, refining their own business terms, the classical word on the word Ad (Mercedes-Benz: the symbol of status), the classical talks Business language, saying it touched people's hearts (for example: the ancient story of the host), we hope that the China trade, such as the performance of the Beijing Olympic Games, showed great power, the power style, others less, and more control over international voice And pricing power.

Collision expert brand marketing brand marketing opportunities for gains and losses outlook

noreply@blogger.com (logo merchandise) — Fri, 26 Sep 2008 00:46:00 +0000

Collision expert brand marketing brand marketing opportunities for gains and losses outlook

September 18, 2008, Ereli brand marketing at the third annual meeting in Shanghai Jianguo Hotel. To the establishment of the Annual Meetings in the annual meeting of the successful experience based on the time scale from half a day to day activities of the upgrade, the size of participants rose from 300 to 600. Also of concern is the current Speaker of the scale than in the past have been a tremendous improvement.

The morning of the agenda is divided into three modules, for the keynote address: 2008 Chinese brand marketing trends; 2007-2008 marketing year will be brand Ereli Awards; peak, as well as dialogue: the economy after the Olympic brand marketing thinking. To participate in a keynote speech in which guests are: Chief Operating Officer DU Hong Sina, Sohu co-president and chief marketing officer Xin Wang, Baidu large customers, senior marketing director Li Wei, cool gifted Victor Koo, CEO, GroupM, as well as group interaction ap Wuxiang Ling, general manager of marketing. They will be a big market environment, which in 2008 set an unusual year for the development of brand marketing trend.

In addition, in order to better sum up the 2008 Olympic marketing strategy in the gains and losses, to seek better and more mature development strategy, are also invited to the Annual Meetings more business ideas, to participate in the dialogue peak, Olympic marketing Looking back and looking forward to the post-Olympic marketing. The annual meeting of the dialogue guests are: Lianzhong HUA Yang, managing director with the Soviet Union; 51.com Cheng Yue, vice president of marketing centers; cool Li Shanyou, CEO of Network 6; Yahoo China Li Jing, director of marketing; Philips Lu Fang, a senior manager of Greater China market; antenna video content, vice president of product operations have Fu-hu. And invited Focus Media Group Vice President Hai-Long Zhu presided over the summit dialogue, I believe this will be the discussion of high-quality corporate brand marketing and provide valuable food for thought.

In the afternoon agenda in three speeches on various subjects:: Web advertising strategy and put in effect; new media marketing of the brand's Road; network, as well as advertising and brand marketing. Guests from participation in the media, advertising agencies, as many as 16 enterprises. The arrival of these guests make Ereli brand marketing year will be absolutely can not miss the opportunity to exchange and learn.

Cross-brand or force the network marketing brand advertisers more try

noreply@blogger.com (logo merchandise) — Fri, 26 Sep 2008 00:45:00 +0000

Cross-brand or force the network marketing brand advertisers more try

A few days ago at the "Interactive Media Summit 2008" revealed that the Olympic brand networks led advertisers to the Internet advertising more try. BMW's China, Chu Jing said that online advertising budget for the current total budget of only about 5%, "and some advertising agencies still can not really understand the operation of the ad networks operating mechanism have been widely used abroad for many years BT (Behavior Targeting) Conduct targeted advertising network services, the traditional home of the 4A from the two companies are receiving basic education for all, the first act directed BT to promote the universal service provider, and the other is cross-brand advertisers put headquarters guidance. "

According to the CCMedia from the point of view, experience has shown that in mature markets, display advertising in general-occupy about 70% of the proportion, BT acts directed advertising network can take more than 30%. Chu Jing said that his grasp of the situation and the basic line. The industry pointed out that with the rapid growth of online advertising, as an important part of BT's network of advertising directed behavior, the proportion of the future as China's market will also further the development of improved.

Brand marketing year

noreply@blogger.com (logo merchandise) — Fri, 26 Sep 2008 00:43:00 +0000

Brand marketing year

September 18, 2008, the third Ereli brand marketing year will end successfully in Shanghai. Brand marketing this year will be held Ereli annual meeting of the three largest, most influential broad term. Participants as much as 600 or more. And to gather more advertisers to participate.

Brand marketing this year will focus on corporate brand marketing strategy, especially in the Olympic year, known as the 2008 Olympic Games is over, how to adjust business strategy and fully prepare for the next marketing starting point. In addition, the venue in the afternoon, leaders from various online advertising and new media marketing point of view of the more uncertain the development of Web-based corporate brand marketing on the road.

In addition, the annual meeting or some of the most talked about brand marketing Ereli 2007-2008 annual awards ceremony, in 2008 Ereli brand marketing in the past, will learn from the successful experience will be an objective and fair, by reference to the evaluation of a number of dimensions , Selected the best creative advertising, and advertisers the best Web site activities, such as the seven awards.

Internet Advertising

noreply@blogger.com (logo merchandise) — Fri, 26 Sep 2008 00:42:00 +0000

Internet Advertising

Internet in China, only a dozen years of development history, than in the early development of the Internet, the Internet companies have leap-level application development. However, business-to-Internet applications also on the whole, the current level of only using the Internet to stay in the promotion or marketing stage. In fact, as the business-to-application of the increasing popularity of the Internet, online marketing will become increasingly fierce competition. At this time, the brand will become increasingly prominent role. In addition, for each network provide the opportunity for rapid development of the brand, no matter how large or small enterprises, regardless of whether they have had influence on the brand, which is equal opportunity. Brand marketing network of the coming era, one step ahead of the enterprise market will enjoy an advantage.

Interactive marketing network truly embodies the characteristics of the Internet rather than traditional advertising model as "look cooked" just stay on the surface impression, will not be able to take root in the hearts of customers. Internet companies in the past, is more dependent on traditional advertising model, it is difficult to rely on them to subvert our own. In addition, the interactive marketing to emphasize that interaction, sharing, not any of the sites have such qualifications.

Ad spending on the "true measure"

noreply@blogger.com (logo merchandise) — Fri, 26 Sep 2008 00:36:00 +0000

Ad spending on the "true measure"

Even in the Lehman Brothers declared bankruptcy, Merrill Lynch acquired by Bank of America, the United States government rescue of these AIG Before the turmoil started, researchers had already lowered the forecast for online advertising. In August this year, market analysts eMarketer put this year's Internet ad spending forecast for the reduction of 24,900,000,000 U.S. dollars, issued in October last year, the forecast was revised.

Internet advertising will increase 25.6 percent decline last year to this year's 17.4 percent.'s Growth rate next year will be even slower, to 14.5%. EMarketer senior analyst David. Hallerman said: "as a result of economic recession, online advertising will slow down growth."

Hallerman also pointed out that some, including AIG, the largest financial services company has cut TV ads, in the past few weeks, some for the public to eliminate their bad debts, or at risk of increased concern and publicity.

Some mainstream brands may increase the period of economic decline in the high degree of measurable network in the area of expenditure, such as online advertising and search advertising is usually directly related to the sales. Search ad spending is estimated that the so-called display ads have not happened so bad. The main display advertising is to increase brand awareness or to change the mindset of the people, rather than direct sales promotion. Interactive Advertising Bureau senior vice president of marketing David. Doty said: "In difficult economic times, marketing personnel and advertisers will want to be able to have a true measure of the scale of its expenditure."

Unilever is the most active network of brand market. Unilever's top management officials said they will not cut network spending, even video and online games such new forms of advertising will not reduce expenditure. Unilever's senior marketing director Keith. Bob said: "We do not intend to cut network spending far as we are concerned, online advertising has become a mature, the nature of the tests did not."

But many in the ad network companies, we believe that Unilever is an exception. Many other marketing staff that part of the network's advertising budget, "with the pilot." Russell, president of Adify. Fula Ding said: "If a certain type of expenditure for three consecutive years does not appear in the ad budget, in the face of difficult, the most likely reduction is part of this expenditure. Any new growth will slow down."

advertising spending will slow down

noreply@blogger.com (logo merchandise) — Fri, 26 Sep 2008 00:35:00 +0000

The Wall Street by the financial turmoil the U.S. online advertising spending will slow down

Beijing on September 24, the network marketing companies gathered in New York to attend the annual meeting of the ad industry, this meeting to discuss the scope of the theme from the tracking network to the brand to attract Internet users to use Humor, can be involved in all aspects. However, participants in this week's ad talking about the most pressing topic on Wall Street is the face of financial crisis and the impact on the advertising industry, especially for the network.

Manufacturers to help create a network of Internet advertising company Adify president Russell - Fula Ding said that with the financial services company cut advertising budgets, which rely on the Internet advertising network ads will slow down to bear the consequences. He said: "The first half of next year there will be signs of slowing down."

Experts point out that when advertising budgets tight, advertisers tend to have a more mature approach, such as ads in the Google or Yahoo search results next to the pilot on the social Web sites such as advertising, and other concerns will be weakened. Russell - Fula Ding said: "The mobile phone networks and social impact will be." Onto a Web site or social embedding video advertising to attract Internet users will be able to play to the site or the temptation of shopping online, that it was very difficult.

Internet video advertising network Video Egg Chief Executive Officer Matt - Sanchez said he expected the coming year, growth will slow, a number of smaller funds are not sufficient video advertising agencies and advertising companies targeted will be difficult to support its operations. He said: "The coming year will be a very difficult time."

Olympic brand sustained in the loss

noreply@blogger.com (logo merchandise) — Fri, 12 Sep 2008 23:52:00 +0000

Olympic brand sustained in the loss

According to the Beijing Olympic Organizing Committee officials revealed that a considerable number of Olympic corporate sponsors are not very good use of sponsorship rights, in order to win a huge amount of money for sponsorship, it ignores or inability to conduct a follow-up investment and marketing development, is not under good Olympic Games This coordinated marketing.

Some experts have said that Olympic marketing is not short-term behavior, but rather a systematic project, which needs the spirit of perseverance and far-sighted strategic action. Yes, we see a lot of the Olympic marketing business in two or three years ago announced that a grand Olympic marketing program, then quietly, until today the opening of the 2008 Olympic Games, only re-surfaced.

We seldom heard, Zhejiang and Guangzhou Li Meng Na Hosiery day of the Olympic Games become a sole supplier after the Olympic marketing moves.

Materialistic (sales) and docking of the missing

noreply@blogger.com (logo merchandise) — Fri, 12 Sep 2008 23:50:00 +0000

Materialistic (sales) and docking of the missing

For the Olympic Games if we can develop a good product, but if there is no channel for the breadth and depth of support, can not carry out a wide range of sales, from the same materialistic no more. For example, Heng Yuan Xiang became the sponsor of the Beijing Olympic Games. Olympic history has never textile and garment enterprises to become sponsors, Heng Yuan Xiang is the first. Beijing Summer Olympic Games is the Olympic Games, while the vast majority of products are Hengyuanxiang autumn and winter supplies. Hengyuanxiang design of the "national service", sponsored by bedding, the Organization of millions of families with a wool knit Chinese knot, for successive Olympic Committee President Rongxiu like to do marketing activities, and so on, do Fengshengshuiqi.

It seems that in the Hengyuanxiang, very satisfied with the upgrading of intangible assets and visibility. It is said that the Hengyuanxiang the brand value from last year (06) of 2.123 billion yuan jumped to 9.458 billion yuan, ranking leap from 273 to 64.

Hengyuanxiang authorities that "the failure of enterprises" in the Olympic Games in too much emphasis on marketing, product marketing, to the neglect of the brand value. Hengyuanxiang the Olympics by, "Tapestry" to the country, the international docking of the "silent marketing," or they think the Olympics is to achieve lasting benefits.

I can not agree. See Coca-Cola, not only emphasize its brand marketing, and pay more attention to the success of product marketing effectiveness, the First, Second, the Hengyuanxiang the Olympic marketing, still do not see a unified Olympic theme. Third, the market does not seem to see the actual sales support. Olympic marketing, must be pragmatic retreat and integration, unless otherwise his plans. Second thought, Hengyuanxiang non-sponsored enterprises, the Olympic Games, after all, classic. But for huge amounts of money to spend Hengyuanxiang. Is that only name, no advantage.

Olympic brand product development and docking missing

noreply@blogger.com (logo merchandise) — Fri, 12 Sep 2008 23:40:00 +0000

Olympic brand product development and docking missing

This is the very many enterprises do not place. Enterprises spend so much of the gold is silver, is only for the name, not realistic Lee » Dr Lee is in » Selling a product or service. Therefore, development and Olympic-related products, its importance is self-evident.

Even so, if an enterprise's products and too far-fetched to link the Olympic Games, the goal of consumer enthusiasm for the Olympic Games it will be difficult to transfer to the products. Corporate client, if only that 2008 Olympic partners or suppliers such as, simply can not embody the Olympic marketing role here is the lack of Olympic products and the natural (or were made by the connection point).

Elements of product development, the need for grafting, is too much. For example, the Olympic culture, Chinese elements, NBA, and Star Series, etc., on which are to the Shunshou. But why local brands in product development and docking, the thinking is narrow and slow, not even as .

For example, Air China, we can see that the identity of its sponsors, but the airline if there is no development of the "Olympic Service" and other similar products, solve some of the misuse of inconvenient people, I think this is not the Olympic Games for its extra points.

Olympic brand extension of the cultural loss

noreply@blogger.com (logo merchandise) — Fri, 12 Sep 2008 23:39:00 +0000

Olympic brand extension of the cultural loss

The focus in 2008 will focus on sports, physical education and sports, such as the three major aspects. Therefore, athletic, sports and the Olympic Movement, such as the deep-mining culture, regardless of the sponsor or non-sponsored enterprises, are crucial. From the association and extend to two aspects, such as digging deep to find a good connection point, a beautiful grafting. It is regrettable that local brands have largely speculative mentality, Qianchangzhezhi, no subject spirit and system solutions; was a waste of the Olympic theme, inevitably end "Zhejichensha."

Search majority of cases, very few corporate sponsors to extend the association and movement. In the non-sponsored enterprises, only a few cases, such as Asustek's "Olympic rubbish" case, and boarded the Olympic Games on this relationship. Asustek in the event entirely from the perspective of a voluntary service, it gives more favorable impression. This can be good to find relevance and Fankeweizhu, very exciting. Step special brand campaign, sponsored by Beijing - Shanghai (Z13/14 Train) Olympic train, access to the "special step of civilization, the National Youth Olympic publicity cultural trip" the right to exclusive title. Olympic train has on December 18, 2007 in Shanghai, the successful start, this is a national brand with the Olympic culture of work, activities and good reputation of praise.