Advertising money is actually a concept that only became popular in the nineties in the Celestial Empire.

The so-called advertising fee refers to the fee paid by enterprises to stimulate consumers' desire to purchase their products or services through various media publicity or distribution of gifts, so as to achieve the purpose of promotion.

Since it is to stimulate consumers' desire to buy, in addition to the charm of the advertisement itself, how many consumers are stimulated is naturally a very important factor.

And this mainly depends on the influence of the platform where the ad is placed.

In the Celestial Empire, the influence of the imperial court was the greatest, there is no doubt about this.

And judging from the past history, the court station has not failed to live up to the huge investment of this advertiser.

A more typical example is the Confucian banquet wine, before seizing the advertising standard of the imperial court, the Confucian banquet wine is just a small winery in a fourth- or fifth-tier county in Dongshan Province, the output value has been hovering in the millions of yuan, and the influence is limited to the surrounding areas.

In November 1994, it won the advertising king, and overnight, the advertising slogan "Drink Confucius Banquet Wine, Make the World's Article" made this little-known small wine manufacturer a household name. In that year, the Confucian banquet achieved sales revenue of 918 million yuan and profits and taxes of 380 million yuan.

Of course, the company quickly went into decline, and that's another story.

In addition to the imperial court, local satellite TV in various provinces and cities also like to advertise by enterprises.

Statistics show that more than seventy percent of the advertising money is placed on various TV stations.

However, with the rise of the internet, this is bound to change.

Before "The Voice of the Heavenly Empire", Internet advertising was mainly focused on the homepage advertisements of major portals, and the others were relatively rare.

However, after the rise of Tudou, it cooperated with Guanghui Film and Television, which slowly enriched the sources of advertising fees for these two platforms.

……

A daily chemical company.

"Minister, do you remember "The Voice of the Heavenly Empire" that asked us some time ago if we wanted to run an advertisement?"

"It's the show that has sky-high advertising fees, right? What's wrong?"

"It's a mess now, but because the previous advertising costs were too high, basically all the advertisements were sold to the subsidiaries of the Korn Ferry Group, and now I heard that some of them can be transferred or added. ”

"How could there be such a sudden change?"

"Because there are too many companies that want to regain the advertising of this program, I heard that our old rival has been personally led by the general manager to the imperial capital to discuss the title of the advertisement. For a long time, our two companies have been winning and losing each other, and I am worried that the situation will change after they win the advertisement for this show. ”

"Is the impact so big? You can explain it, I have to report to the boss. ”

……

Imperial Satellite TV.

"What do you think of the new variety show launched by Glorious Film and Television?"

"Director, I saw in the morning that the "Celestial Dynasty Youth Daily" wrote a special commentator's article for this program, which I think is very unusual. ”

Newspaper commentator articles are a commonly used genre in news commentary. It is an important commentary second only to editorials. The number of editorials in newspapers and magazines is on the low side, and the number of commentators' articles is becoming more and more important.

The specifications of a commentator's article are somewhere between an editorial and a short commentary. It is a medium-sized and important commentary commonly used by newspapers, news agencies, and radio stations, and has an important role as a guide and mouthpiece. It does not have a strict boundary with editorials and can be elevated to editorials if necessary.

In the Celestial Empire, the commentators' articles of some important newspapers and periodicals are of special significance, and they belong to the content that people in the industry pay close attention to and study.

"Commentator article? This is just the first episode of the air, and the commentator article has come out?"

Yes, the article encouraged Guanghui Film and Television to launch an original variety show, and appreciated the fairness of the blind audition link in the program, believing that this is an entertainment program full of positive energy, which is worth learning from major platforms. ”

"In this way, you go and arrange for the people in the program center to talk to Guanghui Film and Television again to see if you can win the broadcast rights. ”

"But at least don't we think that the price of Guanghui Film and Television is too ruthless? Now to talk about it, the price will only be higher and will not become lower. ”

"At this time and at that time, as long as the money is worthwhile, it doesn't matter how much, let's talk about it. ”

……

Glorious Film and Television.

"Mr. He, this is the information of the manufacturers that the marketing department has received in the past two days related to advertising. ”

"There are so many companies, hehe, I didn't expect to see a lot of familiar companies. ”

"It is estimated that these companies will regret dying, they didn't advertise when there was a discount before, but now the price has risen but they are rushing to put it. ”

"Vision determines the realm, they couldn't have predicted that "The Voice of the Heavenly Empire" would be so popular, and missing the opportunity is almost inevitable. ”

"Yes, in fact, the most depressing estimate is not such advertisers, but various TV stations, especially those TV stations that have a certain reputation but are not at the top, if you seize this opportunity, you may soar into the sky, miss, then the sense of existence will become weaker and weaker. ”

"Big fish eat small fish, this rule is common in all walks of life, especially TV stations, the audience often watches so few, and there is no need to have too many choices, anyway, the winner takes all, the TV station that has come up with popularity, what program will be popular, the difference is just the degree of popularity. ”

"But then again, for our program, if we can premiere it on TV and then Tudou will continue to broadcast it, it will be a maximized thing for us. ”

"Of course, otherwise we wouldn't be actively selling to the TV stations, but they don't know the goods. ”

"Do we want to arrange a meeting with those TV stations as soon as possible?"

"Hang them for two days first, and then decide after our second episode is broadcast, and then no one will doubt whether our show will not be popular. ”

"That's good, some people in the province say that our first phase is very popular because of the strong publicity and promotion ability of Guanghui Group. ”

……

An advertising agency party.

"Have you heard about the latest advertising fee offer for "The Voice of the Celestial Empire"?"

"Who in the advertising circle has not heard of it, the naming right starts at 100 million, and no one wants it at all, but now it is a pile of companies grabbing it, and the price is still rising. ”

"100 million is still rising? Do you want to be so exaggerated, is there a company willing to invest?"

"You can see how popular the show is by looking at that click-through rate, as long as it is a popular program, when has there ever been a lack of advertisers?"

"Glorious Film and Television is going against the sky, and it threw an atomic bomb at our advertising industry, and everyone was dizzy when it was blown up. ”

"Yes, this price is unprecedented, it's too exaggerated. ”

……

(End of chapter)