For a new, appealing TV ad, the first day certainly wasn't the most watched because many random viewers didn't know it existed. Pen? Interesting? Pavilion wWw. ｂiquge。 ｉｎfo

Even if there are text messages and YY group chats, after all, there are now 80 million netizens in the country, and there are still so many people who have no Internet access and no mobile phones. Therefore, the biggest social communication channel still depends on word of mouth.

For example, after going to work/class the next day, those brain-dead fans of Gu Cheng among young people will start to spontaneously Amway for free.

As a result, the next night, China Unicom Mobile and these operators stopped a little, and were no longer bothered by the illusion of false prosperity - the number of people who sent text messages to notify each other was at least 20 times less than the night before, and it would not cause a network impact at all.

However, several TV stations that have advertised continue to usher in a new wave of high ratings. And this kind of high-tide comes and goes as fast as a roller coaster, which is really exciting for people who are always staring at their results.

On the third day of work, even Zhang Dabeard, the main producer of CCTV's film and television department, who had been blocking Gu Cheng's news, heard about it. As soon as he learned that Gu Cheng's advertisement was on his TV station, he immediately felt angry.

What about the CCTV ministries that are said to advance and retreat together? Haven't Gu Cheng's guys been put on the "blacklist of non-cooperation"? That's how my colleagues in the advertising department sell their teammates?

He endured his anger and went to a person in charge of the advertising department to inquire about the news, after all, the other party is not a vegetarian, and Zhang Dabeard is not too arrogant, he just wants to salute first and then ask clearly.

"Minister Qin, are you busy?" Zhang Bearded knocked on the door, holding back a calm expression.

"Yo, Director Zhang, sit! I'll make you tea" In the office of the advertising department, the official known as the Qin department was full of smiles and exquisite faces. In fact, he is just a deputy position, but people in the system must remove the deputy when they call each other.

The film and television department made good things and screened them, which increased the ratings, and the advertisements of the advertising department could be sold expensively. Therefore, generally speaking, the leaders of the advertising department are quite polite to the production department that provides them with content, especially the production team with good word-of-mouth strength.

"Don't be polite, I'm just here to ask the rumors - Qin Bu, I heard that yesterday's 7:40 file, there was an advertisement for YY Electronics? Or did Gu Cheng take it personally? It's not ......"

"Lao Zhang, you also know the situation. Before 2000, how beautiful was our CCTV? The electronic backgammon made a repeater advertisement, smashed 100 million 5 hidden standards in the first year, 100 million 2 in the second year, and won the standard king for two consecutive years. But what about the next two years? Wahaha, only 30 million a year, took away two years of standard king - everyone thinks that online advertising is good, and Internet advertising is sold cheaply in the cold winter, and as a result, many advertising spaces on our TV station can only be sold cheaply......"

Qin is an old bureaucrat, and he naturally can't wait to start from the "reform and opening up", Zhang Dabeard listened patiently for a long time, and only listened to one meaning: now 03 advertising space is not as expensive as 00 years, and some customers who have done it for half a year and feel that the effect is not good want to pay a little liquidated damages halfway.

In short, even the life of the advertising department is not easy, and we can't watch a receiver who can make millions more money ask for the door, but turn a blind eye.

Zhang's bearded heart was cold. The heart said that if Lao Tzu put down the festival and shoot those content that pleases the vulgar audience, Lao Tzu can also make a fire drama! Isn't this what the leaders have been teaching us that CCTV should only shoot positive energy! Idol money worship games can't be filmed, isn't this tying hands and feet to private capital? !

Although Zhang Dabeard's strength is not good, in good conscience, his inner monologue is still reasonable. No one in the official media watches it, and the biggest problem is that the subject matter is limited, not the technology, and producers like them are quite pitiful. If you don't shoot what the people like to see, you must have the main theme and positive energy, and after a long time, it will naturally hit the street like the party-newspaper.

"But if you do it like this, this crooked trend will ...... in the future" Zhang Dabeard held back for a long time, and finally couldn't get over it, so he complained. His subtext is obvious: If the advertising department doesn't support me today, the private-funded programs will follow suit in the future, and they won't give CCTV face by kicking their noses. It's a small thing to make money, but it's a big thing to lose money!

"Lao Zhang! Don't talk nonsense about this, why is it crooked! Qin Bu's face turned cold, and he said in his heart, why is this old boy so ignorant? It seems that some truth has to be told to him.

"Lao Zhang, the times are changing, don't always look at the problem with old eyes. Don't think that only the film and television department and the news department are producing content and driving up ratings, while the advertising department is consuming word-of-mouth for money.

Now our advertising department is also responsible for driving up the ratings, and while collecting money, we are also driving up the ratings - this is last night's ratings data, the advertising time between the weather forecast and "Focus Interview", and the ratings are higher than the feature film! ”

This piece of paper was stuffed on the desk of the Qin Department by the female secretary early in the morning, and he was very uplifted when he saw it, and he was ready to collect it for a long time. This kind of thing "advertising promotes ratings" has never been heard of, subverting all theories of news and media, and Minister Qin decided to make it a lifelong talking point, as a legend, and collect it.

I didn't expect it to be used to beat people before it was hot.

Zhang Dabeard glanced at it, very stunned, and then began to doubt life.

……

That night, including many media personalities haunted by the YY post bar, as well as on the Tianya West Temple, many people posted with emotion:

A guy who claimed to be a senior producer of CCTV posted: "I took a copy of "Classic Theory of Journalism and Media", walked to the foot of Gu Cheng's statue, and shouted out my lifelong common sense: content is to spend money to provide ratings, and advertising is to collect money to consume ratings. Unfortunately, Gu Cheng's idol did not react at all, but my "Classic Theory of Journalism and Media" involuntarily ignited and turned into a pile of fly ashes - I felt that I had gone to a fake university. ”

Downstairs, a graduate student from the Department of Journalism at Fudan immediately sighed: "The ratings of the advertisement are higher than those of the feature film, and I feel that I am beginning to doubt my life." ”

"There's nothing to doubt about it, Gu Cheng just happened to create a marketing incident, using his reputation of never advertising to form a contrasting hunger marketing. This situation lasted for ten days and a half at most, and as soon as the public enthusiasm passed, it was no longer new, and no one paid attention to it immediately. This is the conclusion of a dispassionate hindsight analyst.

It didn't take long for me to sigh when I said this, and I immediately got dozens of echoes and top posts, until an OL who allegedly thought she was the senior sister of the poster and had gone to work for Dragon TV, refreshed everyone's understanding with new news:

"What is this, I heard that there are 4 prefecture-level city TV stations tonight because they found that Gu Cheng's advertising can increase ratings, and they didn't have time to negotiate with YY e-commerce, so they gave a trial trial for a week for free, and they didn't ask YY electronic fees, so they just put it in vain!"

The whistleblower's words immediately caused a huge reaction: "Impossible, right? Even if it can increase the ratings, but after all, it's an advertisement, and it's not good to put it in vain, even if it's a TV station with high ratings? ”

The female reporter of Dragon TV immediately analyzed: "Why is it not good? I remember that the Shenzhen Market TV was very active, and told other advertisers who were going to insert YY-mini advertising slots adjacent to it, and then asked them to collect the money, and directly recovered the 30-second advertising fee - or will southerners do business? ”

"Clams? Let's talk about what's going on! ”

"For example, when you want to insert YY-mini, the first one is an advertisement for Kiyoshima Beer/Harbin Beer, and the latter is an advertisement for Myshang/SK-II. Shenzhen Satellite TV did not ask YY Electronics to collect money, and turned to SK-II and Harbin Beer to collect money, and signed a gambling agreement on advertising ratings. At that time, the exposure rate will indeed increase by a few percent, and it will be good if everyone can talk about it. ”

"Tall! That's it! The people who eat melons immediately felt that the female reporter of Dragon TV was so reasonable.

It's a pity that this is not the ultimate version, because soon someone who knows the inside story better will come out and slap him in the face.

"What a high! You think there's no risk, I'm from Shenzhen Satellite TV, it's a front-line party, I'll give you a big news: our leader has a whimsical idea to give YY electronic a week of trial advertising, what is the result? Kindness as a donkey's liver and lungs? Just now, the people of YY Electronics actually sent an email to the lawyer, saying that we infringed the copyright of the advertisement shot by their company! Nima's advertisements have sold copyrights these years! Is there any heavenly reason! ”

"Wow - it can't be! Advertisements sell copyrights, I really have to doubt life! "A group of media people are completely fried at this time, and they are jaw-dropping.

Obviously, Zhang Beard is not the only one who doubts his life tonight. Gu Cheng, who has not made advertisements for three years, used the scarcity of his face and hunger marketing to teach all media people a lesson.

"So is he really so dick that he doesn't need everyone to advertise? If that's the case, why did he pay for CCTV and the three major provincial stations? ”

"You don't understand this, Gu Cheng dislikes that Shenshi Satellite TV is too small, and it is not on the stars, only in eastern Guangdong Province can receive it, so it is not worthy of doing it for free, it is completely Shenshi is rubbing the heat to attract fans!

In addition to the lawyer's letter, I heard that he also secretly called and said the conditions of the PY transaction, and the TV station at the prefecture-level city level, if it is not on the star, it will be broadcast for at least three consecutive months if it is not broadcast for free. In a few days, YY Electronics will charge advertising copyright fees. Unless it is a provincial station that can be watched nationwide, it is allowed to directly and without consultation for free trial broadcast, and the time is not limited. ”

With such an analysis, a group of media people who are all good people naturally understand it in seconds.

Gu Cheng understands very well that the reason why the advertisement he shot has exploded to such an extent in a few days is completely caused by the hunger marketing effect!

In other words, the heat burst lasts no more than a month.

After everyone is tired of watching it, it is normal for the advertising ratings to drop by two-thirds after the topicality has passed.

At the moment, fans are just trying to get fresh. It's like seeing a super-rich person do something that doesn't fit his status, and he will look around, a truth.

Therefore, Shenzhen Satellite TV's practice of trying to rub the hot spot for a week was immediately stopped by YY Electronics' lawyer's letter. YY Electronics will not be arrogant enough to really ask the other party to pay for "advertising copyright fees", but just hope to reach another deal: if you want to be free, give me at least two months free.

The store is a big bully, and the customer is a big bully. Whether to bully the store or not depends entirely on the size of the store compared to the customer situation.

"This matter, it is estimated that it can hype up a large hot topic of media studies, and it will be taken out as a news focus in the future - advertising has to charge copyright fees, this matter is easy to bypass, the domestic copyright law is not strict at all, don't be an advertisement when the time comes, just insert it in the news report, report the degree of heat of this matter, release it as a news commentary, is it not bypassed? However, no matter what he does, Gu Cheng's topicality must come out, and he has to play with him up and down, this trick is really poisonous. ”

A group of smart people quickly thought of a countermeasure.