One of the strange phenomena in the advertising world of the early 90s was that the (monetary) value of TV advertising was far undervalued.

More than ten years later, the advertisement of CCTV 1 will basically not exceed 7.5 seconds. This 7.5 seconds refers to the total number of prime-time advertisements for a single product every day, and no matter how much money you pay, CCTV will not let you exceed 7.5 seconds.

But at this time, the algorithm of CCTV advertising is how much is 30 seconds.

Last year, for example, even though the price of CCTV advertising has increased, the 30-second prime-time advertisement is still less than one-third of the full-page advertising cost of China Youth Daily.

As a result, CCTV's advertising fees have risen again this year, and even the provincial stations have also risen.

The CCTV advertising contract is divided into a half-year contract and a one-year contract, and Song Weiyang plans to sign it for half a year, and if there is more, the funds will be tight.

Song Weiyang is not going to engage in any garbage time bombardment this time, he did it last year, and the garbage time advertisements of various TV stations have more than doubled, and all of them are all kinds of health care product advertisements. Xifeng Iced Tea must be a dignified teacher and advertise on CCTV, so as to establish its own brand status.

The advertising contract was negotiated by Song Qizhi in the capital, 10 seconds at noon, 20 seconds in the afternoon, 10 seconds in the evening, 5 seconds after the weather forecast, 5 seconds in prime time at 8 o'clock, and 10 seconds from 9 to 10 o'clock every day. There is a total of 1 minute of advertising every day, and the contract price is about 5.5 million yuan for half a year.

It doesn't seem like much, but it's actually terrifying, after all, it's 1994.

In the future, advertisements will be placed in various provinces and stations, even if they are only placed in 10 more important provinces, it will be more than 20 million in half a year, and 25.5 million will be added to CCTV. If you count newspapers and magazines, Song Weiyang estimates that he will spend 35 million yuan on advertising in half a year - in terms of advertising investment alone, he can already rank among the top three domestic brands.

Whether it is Song Qizhi, Guo Xiaolan, Yang Xin, or Zheng Xuehong, Chen Tao, and Zhang Guodong, they are all a little weak after learning about Song Weiyang's plan.

It's too wild, it's completely desperate, and if the iced tea drink doesn't sell well, then everyone can just declare bankruptcy.

Song Qizhi also sent back an important news in the capital, that iced tea drinks have appeared in Hebei Province, with the brand name "Rising Sun", and the sales are still relatively good.

Song Weiyang was quite surprised, he didn't expect Rising Sun to appear so early, and hurriedly asked his eldest brother to send someone to conduct a detailed investigation.

A few days later, Song Qizhi sent back a message - Rising Sun Rising Iced Tea has been sold since the end of last year, but only in two or three small cities in Hebei Province. Due to the good response of the market, Sunrise successfully obtained a bank loan, and invested in building a factory to expand its scale after the Spring Festival this year, and now the product has seized the capital of Hebei Province. However, it is limited to this, the sales channels of Sunrise are laid very slowly, and the advertising investment is also small, and there is no shadow when it comes out of Hebei Province.

However, according to the dealers in Beijing, Sunrise Iced Tea is preparing to enter the Beijing-Tianjin market, and it is estimated that it may collide with Xifeng Iced Tea in May.

……

At the end of April, the advertisement planned by Song Weiyang himself and starring Uncle Ge was completed in Beijing.

On the side of the Rongping City General Factory, the iced tea has been produced for half a month, and it has been shipped to various places one after another. The production line of the Lu Provincial Branch has also been debugged and is working overtime to stock up on ammunition for the upcoming war.

Although most of the distributors around the world are waiting and seeing, they are not sure whether this new tea drink will sell well, but there are still some who are willing to take risks - provided that the goods are sold first and then paid.

CCTV ads will air in mid-May, but prime-time ads will have to be delayed because they are already full, and vacancies will not be available until early July.

Advertising, products, and channels are all ready, and everything is ready.

During this time, everyone in the company was spinning, Zheng Xuehong was directly sent to the Lu Provincial Branch as the factory director, and also took away a college student and 10 backbones of the cannery.

Song Weiyang went to Yang Xin's office and took out a copy of the manuscript and said: "Contact China Youth Daily, Industry and Commerce Daily, Economic Daily, Wen Wei Po, Xinmin Daily, Beijing Evening News, Yangcheng Evening News, and Southern Weekly, and I will buy a week's full page of their advertisements!"

Yang Xin exclaimed: "Except for a few weekly newspapers, the other newspapers you mentioned are all published once a day, and they are all big newspapers, and the full-page advertisements in a week add up to more than 1 million!"

The newspapers of these days are so awesome, and the advertising costs are frighteningly expensive.

"You read the manuscript first. Song Weiyang said with a smile.

Yang Xin looked down and only read the first few sentences of the opening chapter, he couldn't help but gasp and reminded: "You are crusading against thieves, and you are still crusading against foreign businessmen, which is inconsistent with what the government advocates." I guess that "China Youth Daily", "Industry and Commerce Daily", "Wen Wei Po" and "Economic Daily" will not be published, and they will not dare to give more money. ”

Song Weiyang said: "Regardless of whether it can be published or not, contact us first, there will always be one or two who will agree." ”

"I'm afraid of accidents!" Yang Xin held the manuscript and smacked his tongue, "You are going off the rails this time, but you are going against the government." ”

Song Weiyang didn't care: "There are more contradictory people now, as long as they don't provoke specific officials and departments, no one will stand up and meddle in their affairs at all." ”

Yang Xin pondered carefully, this is really the case, he read the manuscript repeatedly, and sincerely admired: "Chairman, this time I am really convinced." Once your article is sent out, not to mention the national sensation, it is estimated that the Western media will follow suit. ”

"Kill the bold, starve the faint-hearted. Song Weiyang said.

Yang Xin suddenly became arrogant, and laughed: "Then I will make a bet with you, if you lose the bet, it is a big deal to go home and plant sweet potatoes, and if you win, we will be one of the backbone brands in the Chinese beverage industry." ”

Song Weiyang is a madman, Yang Xin also has madness in his bones, and he is very gambling, otherwise he would not have lost his money in Qiongdao.

The manuscript was quickly sent to several major newspapers, and the content frightened the advertising departments of each newspaper into not daring to make a decision, and sent it directly to the editor-in-chief for review and ideas.

The first to reply were the Yangcheng Evening News and Southern Weekly, who were willing to publish Song Weiyang's article on a full-page advertising page, and would also help produce a series of related reports.

Then came the Economic Daily, Wen Wei Po, Xinmin Daily, and China Youth Daily sent a reply, and they did not plan to mix it up, on the grounds that the manuscript did not meet the advertising requirements.

What surprised Song Weiyang and Yang Xin the most was that "Industry and Commerce Daily" actually agreed. This is a national newspaper with a government background, and the willingness of "Industrial and Commercial Daily" to publish it is equivalent to giving Song Weiyang and Yang Xin a reassurance, at least they do not have to worry about making political mistakes.

Time passed day by day, the company became busier and busier, and Song Weiyang was idle. He has already laid out the chess game, he has done everything that needs to be done, and he can prepare for the college entrance examination with peace of mind.

The marketing methods that sold canned food last year were all small fights, and this time Song Weiyang wants to play big!