The total amount of advertising tender for prime resources in 2007 was 6,795.6 million
The results of the winning bidding for the right to operate some of the advertising resources of the CCTV in 2007-2008
Serial No.
1
Variety Channel
"The Same Song"
Beijing Guangshi Shentong Advertising Co. Newsweek + World Weekly"
Beijing Jiu Tian Bo Zong Advertising Co.
4
News Channel
Social Record
Tibet Guo Feng Advertising Co.
6
Economy Channel
"Global Information List"
Beijing Tonglu Guanghua Advertising Co.
January-February, 2007, the CCTV bidding resources once again showed its power as the "No.1 Driver in China's Market", and a lot of enterprises took advantage of this golden platform to make their presence felt. This golden platform blossomed and competed with each other, dressing up the Chinese market in the beginning of 2007 with extra prosperity.
Along with the Chinese market's activity, the enterprise's marketing means is also more diversified, we found that different enterprises for the use of CCTV bidding resources have different insights, here selected a few more distinctive features of the case, for other business partners to learn from.
P&G brands gathered in the bidding section
"Multi-brand" go hand in hand
In January 2007, the same under the banner of Procter & Gamble, Olay, Crest, Puffy, Hafeis, Pampers, Pantene, and other brands in the CCTV-1 prime time colorful debut, the beautiful picture, sweet smile, to "P&G", to the "P&G", to the "P&G", to the "P&G", to the "P&G", and so on. The brand of "P&G" from the United States is delivered to thousands of households in China.
Procter & Gamble, founded in 1837, is the world's largest consumer goods company, with annual sales of nearly $68.2 billion in fiscal year 2006, ranking 81st among the global Fortune 500. Procter & Gamble operates more than 300 brands of products, including beauty and hair care, home care, home health care, health care, food and beverages, etc., and its successful "multi-brand strategy" has been written into the textbooks of MBA by many business schools.
From 2003 to 2006, P&G participated in the CCTV bidding for four consecutive years, and the amount of winning bids increased continuously. P&G Greater China media director Pang Zhiyi once said, "CCTV has turned P&G into a household brand in China. The simultaneous appearance of many P&G brands in the bidding segment shows P&G's confidence in CCTV's bidding segment and its confidence in the continuous growth of the Chinese market.
KFC responded to the global "label change" with CCTV ads
The TV ads started "event marketing"
In February 2007, KFC launched ads specifically for the Chinese New Year. --In February 2007, KFC launched a special advertisement for the Spring Festival, "Talent", which was shown on CCTV1 after the bidding resource "Focus Interview", thus opening the prelude to the promotion of the Spring Festival in 2007.
Since the first KFC restaurant opened in Utah in 1952, KFC has become one of the fastest-growing brands in the world. 1987, KFC entered China, and has made the Chinese market one of the most important markets for its global development, and has maintained a good momentum of rapid development in the Chinese market.
KFC's ability to maintain its rapid growth momentum in China is attributed to its mature and sound management and brand operation on the one hand; on the other hand, the implementation of the localization strategy is also a key factor for KFC to win the favor of Chinese consumers.
KFC's familiarity and mastery of the Chinese market can also be seen in its choice of media. Since 2004, every time KFC launches a new product, the promotional advertisements will utilize the CCTV bidding resources in the prime time as the main publicity platform, integrate other media for efficient dissemination, and make full use of the CCTV bidding resources to cover the strong, fast delivery characteristics, and quickly start the national market, and the advertisements' demands are almost always catering to the aesthetic habits of the Chinese people. Coupled with restaurant sales throughout the country, KFC ushered in one success after another, increasingly becoming synonymous with Western-style fast food.
Hand in hand with the "weather forecast" Industrial Bank beautiful start
Financial brands cleverly use the "point of contact" marketing
February 5, Industrial Bank successfully listed on the A-share market, becoming the first year of the comprehensive opening of the financial industry. The "first share". On that day, Industrial Bank's advertisement in CCTV-1 "Weather Forecast" time slot was replaced with a brand new "Warmly Celebrate the Successful Listing of Industrial Bank's A-share" labeling that attracted the attention of the whole country.
The marketing theory of "touchpoints" suggests that the most effective way to influence target customer groups is to identify the "touchpoints" at which customers receive information. CCTV-1's "Weather Forecast" program is a household name in China and has become part of the daily life of the people. Société Générale chose to reach hundreds of millions of viewers across the country within seconds of the CCTV-1 "weather forecast" as a "point" to inform the bank's listing of the good news, emphasizing Société Générale's brand power as a major national bank.
"Provincial bank - regional bank - national bank - listed bank". In 2002, Industrial Bank participated in the CCTV advertising tender for the first time, with the intention of vigorously spreading the "Fujian Industrial Bank" renamed "Industrial Bank", from the regional bank to the national bank's transformation initiatives.
Hengyuanxiang seasonal promotion favorite "after the news broadcast"
Fixed segment fixed placement
In January 2007, the CCTV will be "after the news broadcast" advertising specifications from 5 seconds to 7.5 seconds, many companies have launched a new version of the advertisement. Many companies are launching new versions of advertisements, but Hengyuanxiang only in the original commercials and then embellished again after the "sheep sheep sheep", so that some advertising creative people do not understand. In fact, the most important function of product advertising is to promote sales, advertising investment and sales revenue must be proportional. As a brand awareness and reputation are very stable brand, Hengyuanxiang choose not to easily change the advertising appeal point, with the advertisement creative adhere to rather than change to continue to strengthen the brand quality, brand value.
In September 2006, Liu Ruiqi, chairman of Hengyuanxiang, delivered a keynote speech at the "CCTV 2007 Golden Resources Advertising Bidding Shanghai Promotion Conference". He said: "Hengyuanxiang 12 consecutive years in the CCTV advertising. Once put on CCTV, do not come out easily." Hengyuanxiang with several years of "after the news broadcast" time slot and "Hengyuanxiang sheep sheep sheep" adhere to, steadily build a cashmere kingdom. Beijing Olympic Games is about to start, has obtained the "Beijing 2008 Olympic Games sponsor" qualification of Hengyuanxiang, will grasp the "pre-Olympic" market rhythm, and CCTV to develop closer cooperation.
Mengniu's passionate interpretation of CCTV-1 Golden Theater
TV drama marketing to grab the first opportunity
November 18, 2006, Mengniu in the CCTV 2007 Golden Resources Advertising Bidding Conference after a fierce competition, to seize the CCTV-1 Golden Theater in the first half of 2007, the right to broadcast special. 2007 January-February, accompanied by the Mayor of the town, the Starburst, the Zhenguangguangshi, and the CCTV-1 Golden Theater. Starburst" and "Song of Chastity" in CCTV-1 Golden Theater, Mengniu also performed one wonderful drama after another. Among them, the TV drama "Star Fire" reached an average rating of 8.59% and 19.8% viewership share for the whole drama. Let Mengniu hold enough color to sign a long list.
Since its inception in July 1999, just 6 years, Mengniu's main business income has entered the country's top 2 dairy enterprises. Among them, UHT milk sales ranked first in the world, liquid milk sales ranked first in the country, and ice cream sales ranked first in the country.
In the process of rapid growth, Mengniu pays great attention to the important role of CCTV, the national high-end media, in brand communication, and establishes and maintains a good partnership with CCTV. And in a variety of cooperation with the CCTV, Mengniu and pay special attention to the CCTV bidding gold resources, in these prime time for long-term investment, to establish and maintain the quality of Mengniu brand image.
Chery Autonomous brands compete for industry leadership
Autonomous brands fly the national flag
At the beginning of 2007, the "excitement of my life" Chery A5 advertisement landed on the CCTV prime time, lifting the curtain of the Chery brand communication drama in 2007. The brand competition in the automobile industry is fierce, and the top positions in the market share have been firmly occupied by American, German and Japanese brands. However, Chery has created a market miracle in a short period of time with solid R&D technology and strong branding offense. From 1999, the first Chery sedan off the line, to March 28, 2006, the 500,000 Chery sedan off the production line, Chery just less than 7 years.
Chery in the brand strategy to adhere to the high-end media, mass coverage of the route, adhere to the CCTV a set of prime time, in the "news before the broadcast", A special time to advertise. 2006 World Cup, Chery chose CCTV "World Cup Charming Window" World Cup promotional video theme sponsorship. During the 2006 World Cup, Chery chose CCTV's "Charming Window of the World Cup" as the theme sponsor of the World Cup promotional video, and carried out online and offline integrated marketing. 2006, Chery QQ3, QQ6, Qiyun, A5, V5, Ruihoo NCV, and the seven brands of the Oriental Son, etc., all the red, all the way to the triumph of the song.
On January 21, 2007, Chery was honored again: the A5 model, which made an eye-catching debut in the bidding section, won the "2006 CCTV China Annual Best Popularity Car Award" by virtue of many authoritative approvals, the majority of consumers' favorites, and excellent market performance, beating many foreign and joint-venture brands.
Fenjiu: The sound of the chime spreads the fragrance of wine
A perfect match between goods and advertisements
19:00 is the time for Chinese people to have dinner, and the "19:00 chime" advertisement on CCTV-1 is often the most fiercely fought over by alcoholic beverages companies. On November 18, 2006, CCTV-1's 2007 Golden Resource Advertisement Bidding Conference, after fierce competition, Fenjiu won the first and second units of the hottest 19 o'clock clock advertisement in 2007.
In 2006, after optimizing and adjusting its product structure, Fenjiu Group formed a product structure with National Collection Fenjiu capturing the high-end market, Celadon Fenjiu and Old White Fenjiu occupying the middle and high-end market, and reserve varieties such as Wine as Spring and Apricot Blossom Village taking the place of the low-end market share, and began to line up its troops in the national market. The Fen liquor brand also won a number of awards in 2006, and in early 2006, "ZHUYEQING" was recognized by the State Administration for Industry and Commerce (SAIC) as a "Well-known Trademark in China", which was the first time that the brand was recognized as a "Well-known Trademark in China" after "XINGHUACUN" was recognized as a "Well-known Trademark in China" in 1997. After "Xinghuacun" was recognized as "Famous Trademark of China" in 1997, the brand value of Fenjiu has made another leap. In the newly released "China's 500 Most Valuable Brands" list, the brand value of "Xinghuacun" reached 4.776 billion yuan, a net increase of 142 million yuan in brand value.
As one of the core strategies for brand revitalization, FenJiu's advertisement investment in CCTV has been increasing year by year. 2005-2006, FenJiu continued to invest in TV dramas and "Famous Brand Time" in CCTV, which greatly encouraged dealers and consumers to have confidence in the brand, and played a key role in restoring and rebuilding the sales network. It has played a key role in the recovery and reconstruction of the sales network.
Bank of China's "My Olympics" daily broadcast
Thematic communication to realize the Olympic sponsorship
Bank of China's "My Olympics" has had high ratings since its inception, and has a group of fairly stable audience. This 10-minute daily program (Monday through Friday) successfully extended the CCTV evening prime time from TV series to before 22:00 hours.
Bank of China, the exclusive sponsor of My Olympics, is also the only Chinese banking company to have been awarded the title of "Banking Partner of the Beijing 2008 Olympic Games". In order to put the rights and interests of Olympic partners into practice, the Bank of China has increased its branding efforts, on the one hand, to increase the investment in television advertising, in 2007, CCTV gold resources bidding in one fell swoop on the "My Olympics" and "Who will host the Beijing Olympics? "On the other hand, the Bank of China has introduced new ideas in brand identity and product design, presenting consumers and the public with a Bank of China that is more in tune with the Olympic spirit and culture.
In accordance with international practice, enterprises that have obtained the right to sponsor the Olympic Games need to add several times the marketing expenses in order to recover the sponsorship rights. The Bank of China utilized the main communication of the theme column to take a big step forward on the road of Olympic marketing, showing its determination to promote the internationalization of the brand.
Shenzhou PC launched the "Tang Dynasty" new product by means of "The Long Song of Zhenguan"
Innovative new product listing mode
On January 27th, CCTV's annual opening drama, "The Long Song of Zhenguan," started broadcasting on CCTV-1's 8:00 pm Golden Theater. Shenzhou took the opportunity of the "Long Song of Zhenguan" to launch this year's new products - the "Tang Dynasty" series of LCD all-in-one computers.
The most prominent feature of the LCD all-in-one computer is that the host and the monitor are combined into one. As the main product of this year, Shenzhou has adopted the principle of borrowing power in marketing in order to rapidly enhance its popularity: the marketing of the "Tang Dynasty" series of LCD all-in-one computers is tightly bundled with the historical drama, "The Long Song of Zhenguan".
First of all, the new product name is determined as "Tang Dynasty", catering to the historical background of the "Zhen Guan Chang Ge"; secondly, with the "Zhen Guan Chang Ge" before the start of the publicity, the official launch of the new product; again, the new product in the "Zhen Guan Chang Ge" advertisement, with this film to promote the culture of the Tang Dynasty on the Shenzhou deepening of brand connotation, and strongly promote the sales of products. The new product is advertised in "The Song of Zheng Guan", which deepens the brand connotation of Shenzhou by promoting the culture of the Tang Dynasty.
Starting in February, Shenzhou increased the "Tang Dynasty" series of all-in-one computer publicity efforts, in the CCTV "Focus Interviews" after the golden bidding time also placed the product ads. This time slot adjacent to the Golden Theater, intensive alignment of advertising, and quickly increased the "Tang Dynasty series" of all-in-one computer visibility.
"Tang Dynasty" series of LCD all-in-one computer market promotion has achieved satisfactory results, dealers responded strongly, have asked for goods, consumers are also very interested in this new product, the current sales situation is good.
Haojixing seized the good time to launch the "Synchronized Spinning King Q"
Targeted promotions
A few days ago, Haojixing grandly launched the 2007 main product - Haojixing Synchronized Spinning King Q. The new product commercial appeared in February. In February, this new product commercial appeared in the CCTV "after the news broadcast", "Focus Interview before" the bidding time, attracted the attention of the majority of students.
According to reports, the machine is not the first color screen English learning machine on the market, but the previous color screen English learning machine more emphasis on entertainment games, weakening the learning function. In order to provide consumers with a better English learning experience, Synchronous Spin Color King Q guides consumers to make full use of the product's MP4 function to watch and enjoy original English movies and music, with a view to increasing the flexibility and fun of learning through video, and maximizing the application of the function of the color screen machine to English learning.
Haojixing believes that there are two reasons for choosing to launch a new product at this time: first, January and February coincide with the winter vacation of students, the market for school supplies is active, and launching a new product at this time is more likely to get the attention of the target consumers; and second, February ushers in China's traditional festival - the Spring Festival - and on this joyous day, parents love to give their children the chance to learn English. Secondly, February ushers in the traditional Chinese festival - Spring Festival, in this festive day, parents like to buy some gifts for their children, with the learning function of the new learning machine is naturally highly favored. By choosing CCTV's bidding time to advertise the new product, we can popularize the product concept in the shortest possible time, increase consumer awareness, and quickly penetrate the national market.
The first bidding situation:
"Olympic inverted timing labeling" exclusive title 666, the winning bid 162.01 million yuan.
The CCTV "Holy Fire" special program "exclusive title 115, the winning bid 8.08 million yuan.
The exclusive title of "2007 My Favorite Spring Festival Gala Program Selection", Bid No. 168, the winning price of 55.09 million yuan
Weather forecast special viewing advertisement, time unit January, Bid No. 168, the winning price of 28.01 million yuan
Weather forecast special viewing advertisement, time unit February, Bid No. 826, the winning price of 19.21 million yuan
The exclusive title of CCTV "Holy Flame of the Star" special program, No. 115, the winning price of 8.08 million yuan. 19.21 million yuan
Weather forecast special viewing ads, time unit March, bid No. 826, the winning bid 19.21 million yuan
Weather forecast special viewing ads, time unit April, bid No. 588, the winning price of 21.99 million yuan
Weather forecast special viewing ads, time unit May, bid No. 588, winning bid 18.09 million yuan
Weather forecast special viewing advertisement, time unit June, bid No. 196, the winning price of 15.76 million yuan
Weather forecast special viewing advertisement, time unit July, bid No. 806, the winning price of 14.59 million yuan (11-18 09:10)
Weather forecast special viewing advertisement, time unit August, Bid No. 196, the winning price of 15.48 million yuan
Weather forecast special viewing advertising time unit September, bid No. 196, the winning price of 16.96 million yuan
Weather forecast special viewing advertising time unit October, bid No. 898, the winning price of 16.99 million yuan
Weather forecast special viewing advertising time unit November, bid No. 898, the winning price of 16.99 million yuan
Weather forecast special viewing advertising time unit November, bid No. 898, the winning price of 14.59 million yuan No. 898, the winning bid price of 21.76 million yuan
Weather forecast special viewing advertisement time unit in December, bid No. 898, the winning bid price of 22.09 million yuan
Successful results of the second bid:
The exclusive title of "My Olympics", bidding No. 700, the winning bid price of 86.66 million yuan
Who will host the Beijing Olympics? 2007-2008 bid No. 136, industry food and beverage, the winning bid three hundred and eighty million yuan
"CCTV 2007-2008 live sports events" program partners, time unit 2007-2008 bid No. 158, the industry is home appliances, the winning bid one hundred million yuan
"CCTV 2007-2008 live sports events" program partners, time unit 2007-2008 bid No. 158. Olympic" exclusive title, bid No. 700, the winning bid: 86.66 million yuan
"Who will host the Beijing Olympics, Olympic host selection activities" exclusive title: bid No. 700, the winning bid of 45 million yuan
"2007 Spring Festival Gala" chime ads, bidding No. 588, the winning bid of 37.09 million yuan
"CCTV 2007-2008 Sports Gala" program partner, time unit 2007-2008, bid No. 361, industry sports clothing, the winning bid of one hundred and twenty-five million yuan
The CCTV 2007-2008 live sports events" program partners, time unit 2007-2008 bid No. 136, industry food and beverage, the winning bid price of three hundred and eighty million yuan
"CCTV 2007-2008 live sports events" program partners, time unit 2007-2008 bid No. 136, industry food and beverage, the winning bid price of three hundred and eighty million yuan
"CCTV 2007-2008 sports events Live" program partner, time unit 2007-2008 bid No. 158, the industry is home appliances, the winning bid one hundred and thirty-nine million yuan
"CCTV 2007-2008 sports events live" program partner, time unit 2007-2008 bid No. 361, the industry is home appliances, the winning bid one hundred and thirty-nine million yuan
"CCTV 2007-2008 sports events live" program partner, time unit 2007-2008 bid No. 361, the industry is home appliances, the winning bid three hundred and eighty million yuan
"My Olympics" exclusive title, Bid No.: 700, the winning bid: 86,660,000 yuan
"Who will host the Beijing Olympics, the Olympic Games presenter selection activities," the exclusive title: Bid No. 700, the winning bid of 45 million yuan
"The 2007 Spring Festival Gala" time advertising, bid No. 588, the winning price of 37.09 million yuan
"CCTV 2007-2008 sports events live" program partners, time unit 2007-2008 bid No. 136, the industry of food and beverage, the winning bid price of three hundred million zero 80,000 yuan
"CCTV 2007-2008 live sports events" program partner, time unit 2007-2008 bid No. 158, the industry is home appliances, the winning bid 130.09 million
"CCTV 2007-2008 live sports events" program partner, time unit 2007-2008 bid No. 158, the industry is home appliances, the winning bid 130.09 million
"CCTV 2007-2008 live sports events" program Partner, time unit 2007-2008 Bid No. 136, industry food and beverage, the winning bid price of three hundred and eighty million yuan
"CCTV 2007-2008 live sports events" program partner, time unit 2007-2008 Sports events live" program partner, time unit 2007-2008 bid No. 158, the industry is home appliances, the winning bid one hundred and thirty-nine million
"CCTV 2007-2008 sports events live" program partner, time unit 2007-2008 bid No. 361 Second Option $8,261,859,000
February First Option $101,133,300,000
March First Option $101,133,300,000
April First Option $1,361,833,000
April Second Option $5,080,176,900,000
May First Option $1,361,833,000
May Second Option 101 13.33 million dollars
June First Option 136 14.71 million dollars
June Second Option 101 13.00 million dollars
July First Option 136 14.03 million dollars
July Second Option 101 11.11 million dollars
August Second Option 806 14.16 million
August Second Option 136 14.03 million
September First Option 123 16.26 million
September Second Option 8,060 15.86 million
October First Option 123 15.42 million
October Second Option 8,381,288 million
November First Option 20 12.1 million yuan
November Second Option 633 9.86 million yuan
December First Option 838 12.88 million yuan
December Second Option 101 11.11 million yuan
"Starry Night Theatre Crown"
The first half of the year 8,635,250,000 yuan
Second half $8,635,250,000
Go here to find out about some of the winning bidders:
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