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Transportation outstanding performance in 2007, the first three quarters of brand advertisers to 431, an increase of 212 percent, rapid narrowing of the network and IT products and services of the country. One car sales amounted to 270 category, accounting for 62.6 percent. Kind of network traffic and advertising costs increased by a very rapid momentum in 2007, the first three quarters of the cost of advertising over IT products, becoming the highest cost of advertising industry.
Financial services in 2007 also have a good performance, although the brand advertisers, not the absolute number, only 140, but a year-on-year growth rate reached 112.1 percent, second only to traffic category. Advertising costs also continued a moderate increase, and from the beginning of 2005 the growth rate is accelerating trend. Financial services brand advertisers with an increase in advertising costs and the rapid increase in recent years, China's financial market is closely related to the prosperity, with the stock market, funds and other financial tools to further popularize financial management, the financial services industry in the performance of online advertising also will be more on Floor.
IT products and network services are in close relationship with the Internet industry, the Internet advertising concern is the first in 2004 before the main brand advertising is the largest two sectors, and maintain stable growth. 2005 and 2006 in recession, in 2007 to regain the rapid development of the first three quarters of brand advertisers, respectively 547 and 518, respectively, year-on-year growth of 51.1% and 60.4%, and in promotion costs in IT The product until 2006 were the highest among all industries, maintain a stable growth rate.
Brand advertisers, the real estate industry since 2004 the number had been occupied first place, and other industries and ever-widening gap. 2006, the real estate industry brand advertisers of all brand advertisers, the 44.6 percent, have obvious advantages. This area benefit from China's active real estate market, the other funds and real estate projects, the promotion of advertisers on the budget. But in the ad below the cost of IT products and transport categories, ranked third.
According to iResearch Ereli Advisory online advertising monitoring system iAdTracker latest data indicate that, since January 2001 to September 2007, the China Internet brand advertisers (Note: brand advertisers that the network media image ads have run on the advertisers) accumulated Up to 10,060.
2002 winter out of the Internet, online advertising has undergone two years of high-speed development stage, 2003 and 2004 annual growth rate of brand advertisers were more than 160 percent and 80 percent in 2004, the number of brand advertisers have reached 3,195. Entered 2005, the number of brand advertisers to slow down growth, 2007 will once again grow rapidly, only the first three quarters reached 4,971, more than the year 2006 the number of brand advertisers, an increase of 62.7 percent, of which the new brand advertising Lord 2496, an increase of 115 percent.
At present the brand advertisers are still relatively concentrated distribution of industries, including real estate, network services, IT products in three categories brand advertisers accounted for more than 60 percent. Other brand advertisers in some industries is also very rapid growth, particularly in transportation, financial services industry, showing an excellent development momentum.
Advertising is the economic base and superstructure of a combination of, it is the economy, but also the arts. Unlike the advertising art and design is different from the standpoint of their own. Works of art is the artist's emotional expression, based on the individual to society, the nature of cognitive and attitude can sometimes is the pure form. The ads must be based on the communication between consumers and brands, based on consumer desires and meet the needs of public service ads must be based on good god I still advocacy.
A person to markets, we found that a very replenishing the body of the new dishes, we all want to buy, but prices are too high. Good, it was finally bought back, he will not cook, and my wife asked, would not cook. How do » Please cooks. Haocai, we can not eat only once, the poor results, we must always eat, to be sustained. Prices are too high, some people continue to buy, it was opened, "Compendium of Materia Medica", found that there are some nutrition similar to many of the Cailei are cheap, so do buy "Ca Bianqiu dishes," great effect, the original weak physical strength up . Cf both, only the difference between the cost and effectiveness of different. Olympic marketing, is so modest and not reach, but the key is to use the Miao!
How to use the Miao » Activation of Olympic marketing is a comprehensive five-axis system. The staff axis, motivate staff, the full participation of Olympic marketing, and foster the spirit of the Olympic Games, enhanced sense of pride. Axis of the customer, customer-centric, so that the interaction between the culture of the Olympic experience, then accept the brand penetration. Competition in the shaft, with the media to high ground of radiation, grasp the uniqueness of scarce resources, vigorously Chanyang Olympic light. Cooperation in the shaft, vigorously implement the joint marketing and integration advantages, to achieve "value" to maximize. In a public-axis, to take the incident marketing, manufacturing and highlights controversial topic, to attract public attention.
June 2008 Olympic Organizing Committee of the hidden marketing into vigorously against attacks, all types of enterprises to change awareness, learning experiences, action!
Olympic marketing, "business opportunities," but there is no reasonable awareness, a lot of time into "A-"; Olympic marketing, is "pie", but the lack of experience in the operation, into a "trap." Not only "name" without in, and harmed the "practical interests." China in 2008, looked very beautiful, in fact, there will be a lot of regrets and lessons of history engraved.Many enterprises to actively participate in the Olympic marketing, has done very successfully, but the influence of the weak, only to hear the industry, the public know very little about. The reasons for the lack of depth in the media and communication and cooperation. Many corporate sponsors as well. For example, certain brands, and the Olympic Committee of the ash, only sporadic phrase found in the newspapers, had not been carried out good cooperation with the media.
Sponsor the Olympic Games, only enterprises that have some kind of marketing for the Olympic Games, was an important part, not all the Olympic marketing, but need to invest a lot of money, to conduct a comprehensive promotion, "the opportunity to return" into "practical benefits".
"Olympic Games themselves will not give any monetary benefits sponsored enterprises, which will own all intellectual property and facilities, granting the use of corporate sponsorship, so enterprises can be economic benefits in return the number of enterprises and their marketing strategies, closely related to the intensity." Experts said.
As we all know, advertising costs, usually three to five times the sponsorship fee. And advertising more, we must also be working with the media. And the need to consider the combination of the media, listing the wrong arrangements. Non-sports brand Anta sponsored enterprises involved in the Olympic Games through the media, mining elements of the Olympic Games, achieved good results. Li Ning also depth cooperation with the media, completed a beautiful "curves marketing" to compete for the Olympic Games.Joint marketing aim is to make the best use of each other each other's resources to achieve maximum benefits, a competitive advantage. Today's competition is not alone before their own can work, but also the whole value chain of competition and even went to the competition between the industries. Therefore, how to create competitive advantage, the new economic era is the most important issue. The Olympic Marketing, a joint venture groups, the advantages of integrating their resources, avoid each other's industry and the span of limitations, to maximize each other's interests, after all, give a Dazhi. For example, Sina and Netease and Tencent, and other Internet media portfolio, "reported the Olympic Games." TCL farmer Springs and cooperation "to do with you Springs TCL of China won the gold medal Dream" different industry cooperation. Lenovo and Coca-Cola cooperation. Amway step with the special cooperation.
To explore further, the same as partners, sponsors, suppliers and other components of the "Olympic volunteers" team,
Common services for the Beijing Olympics. Or combination of "Olympic supporters" activities, start with the local selection, and then gathered in Beijing to participate in, such as cheering at the scene. With the media or in combination, the people launched the "Olympic family visit Beijing" city selection, and so on. If the operation is to be the first time in Olympic history. However, the performance of corporate sponsorship, so far appears to hand "satisfied with the volumes", is rare!
First, it must be clear of the Olympic cultural adaptation. Consider the brand value, the Olympic cultural relations among consumers and harmony, forming a unique demands of the so with the target audience in emotional resonance and induction. Therefore, it is necessary to make the Olympic marketing, brand value and the key lies in the combination of the Olympic culture. Therefore, it should be in-depth excavation include the value of elements of the Olympic Games, and all enterprises and the brand fit between the elements at the same time, different sectors of the brand, also requires its own industry characteristics must be based on content and brands, matching the corresponding elements of the Olympic Games, thus forming a harmonious Community.
According to 5 isurvey Interactive survey showed that, IT / Internet / communications industry, compared with the elements of the Olympic Games coincide is "the pursuit of excellence" and "passion", "" confident "and" participation "and" technology "; consumer durable goods (cars, home appliances) Need to reflect a "global" and "technology"; fast moving consumer goods are "green" and "Movement" and "strength" and "vitality" and other elements; financial / services is "struggle" and "beyond", "peace "Elements such as better able to combine and the Olympic spirit.
Therefore, some experts have said that the Olympic brand and marketing should become consumers improve their relations are important tools. With blood boiling Olympic sports competitions, the brand culture into the Olympic spirit, so that the target audience in a good atmosphere in the interaction and experience, the resulting resonance.
However, many local brands have neglected this powerful Olympic cultural fit. Therefore, the target audience participation in Olympic activities, feel alien, or even feel "desecration" of their "intelligence quotient." They will love "you" to forever?
Marketer Milton - Kotler On the Olympic marketing, said: "The sponsors have qualified enterprises, the advantage of their unique relationship marketing on the need to be very good to play for their consumers, dealers, suppliers , Internal management and staff, other commercial and financial partners and strategic alliance partners, are the subject of the relationship marketing. "
Masters tells us, the Olympic marketing must be more use of multi-channel joint to joint interpretation of all the forces of the brand, launched the Olympic marketing five-axis system, with the release of Olympic passion.
The Olympic Games are a platform for relationship marketing, has never been any social events could be organized so many social relations, against any one organization can do Dayouwenzhang groups.
For example, the sponsor of the audience watching the game, while athletes from most of the clothing sponsor sweep, the same as the television camera will sweep to them, they will sweep to wear clothing brands, they are street mobile ads, also attracted many Concern. In fact, there are volunteers, supporters, family visit Beijing Olympic Games, public welfare activities, and so on so on.
But I see a certain local sports brand sponsored a national sports teams, engage in a briefing that told of the Olympic Panqin, after no sound, which I do not know why » Bai Huahua in the delivery versus the backdrop of the Olympic background, quietly and down the Harbour.
