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相对于整体低迷的经济环境,2013年全国各大卫视广告资源招标“夺金战”似乎显得分外火热。各大卫视的揽金战中最吸引眼球的莫过于浙江卫视。失去“王老吉”商标的加多宝,为熬过品牌转换的困难期,出手愈加阔绰,再次获得《中国好声音》2013年度总冠名权,而成交价格也高达2亿元!恰逢企业的寒冬,卫视却因广告额的飙升,享受着一股春风。只希望各大卫视不要被这一股春风吹醉,毕竟捡漏绝非卫视价值的体现,广告投放额也已不能作为评估卫视价值的最重要指标。企业广告战,卫视捡便宜除去为《中国好声音》冠名的2亿,加上在中国蓝剧场投放的广告,此番加多宝共斥资逾3亿元,投放浙江卫视2013年的广告。
Relative to the overall downturn in the economic environment, in 2013 the country’s major TV advertising resources bidding “Gold Medal” seems to be exceptionally hot. All major TV’s gold war in the most eye-catching than Zhejiang Satellite TV. Lost the “Wong Lo Kat” trademark JDB, in order to survive the difficult period of brand transformation, more extravagant shot, once again won the “China Good Voice” 2013 annual total naming rights, and the transaction price as high as 200 million yuan! Coincides with the enterprise Winter, TV but because of soaring advertising, enjoying a spring breeze. Only hope that the major TV do not be blown into the spring breeze, after all, is not a reflection of the value of satellite TV, advertising amount can no longer be used as a valuation of the most important indicator of the value of TV. Corporate advertising campaigns, satellite picks cheap to remove the “China Sound” title of 200 million, coupled with advertising at the China Blue Theater, this time Jiabao spent a total of more than 300 million yuan, Zhejiang TV ads run 2013.