The advertisement of Tianyi pager was not done by Chen Yihua within a day, when Chen Yihua was in wireless, Chen Yihua just took a rough look at it first, to see which time period of wireless TV station has a vacant broadcast space, after looking at the situation from wireless, I was going to take a look at the situation of several other radio stations, and then finally decided, of course, Chen Yihua did not tell Fang Yihua of wireless about his publicity plan.

On the same day, Chen Yihua had a brief conversation with Fang Yihua of Wireless, and after learning about the situation, he rushed to several other radio stations non-stop.

The prime time of Hong Kong TV is 18:30~22:00 every day; The prime time of broadcasting is 6:00~7:00. These are the times of the day when radio and television programs are most rated. Radio and television stations tend to broadcast important news and high-quality programs in prime time, and advertisers are most willing to pay high prices to advertise in prime time to achieve the best social and economic benefits.

The ratings of wireless are very high, there are many advertisers who broadcast products on wireless stations, Chen Yihua does not need to broadcast in prime time, but it must be broadcast at night, otherwise you have no effect on this advertisement, who has nothing to watch TV during the day, everyone has a job, unless it is a holiday.

On the prime time of 18:30~22:00 o'clock, the empty advertising period is very tight, and there is not much vacancy, fortunately, the cost of advertising is not high, most companies are signed contracts on a monthly basis, unless the strong company will issue advertisements on a year-by-year basis, so we sign a contract for a long time.

Even if there is no space, Chen Yihua does not need to be in a hurry. With such a short advertising signing time, the TV station can completely breach the contract, and the liquidated damages are very small, and Chen Yihua can afford it. Therefore, after reading the information of the three companies, although there is no vacancy at the same time, Chen Yihua only needs to be willing to pay the liquidated damages of the TV station, and it is more than the price that the other party is willing to pay, so that the TV station has no opinion, and Chen Yihua can get the time period he wants.

The three advertisements were finally decided to be broadcast at 7:50 a.m. on three TV stations at the same time, and the specific broadcast time was set for the end of March, when the Tianyi pager had been running for half a month, and was not afraid of the impact of the expansion.

Five-minute advertising video, although the use of advertising in Hong Kong is very mature now, but the price is not as exaggerated as that of later generations, and the products are not as rich as later generations, and many companies have not noticed the important surname of advertising, so the price is not as sky-high as that of later generations.

Like Chen Yihua, he took over the advertising of the three free TV stations in Hong Kong at 7:50 in this period, the power must be amazing, the advertising time Chen Yihua does not need to be wrapped for a year, he believes that as long as everyone knows the usefulness of the pager, they will naturally accept him, Chen Yihua only has three months of advertising time, no more is necessary, I believe that after three months, no one in Hong Kong will not know about the Tianyi pager, after all, the more novel things spread, the faster they spread.

As long as Tianyi is famous, then of course Chen Yihua's later advertising will not be broken, but it will turn its hard surname advertisement into a soft surname advertisement, and the focus is to promote the brand of Tianyi, not a pager, Chen Yihua wants to slowly build Tianyi into a famous brand of electronic products.

Five-minute advertisement, three TV stations, three months, Chen Yihua will spend a total of 800,000 Hong Kong dollars every month, and three months is 2.4 million, this is because Chen Yihua guarantees that the people of the three major radio stations have a discount for buying Tianyi's products, so the three radio stations also gave Chen Yihua a very preferential price.

But even if it's cheap, more than two million publicity in Hong Kong is still a sky-high price, three months of advertising broadcast, only five minutes a day, a top villa in Hong Kong is gone, from this can also be seen how expensive TV advertising is, of course, if TV advertising is not profitable, how can TV stations have the funds to invest in TV programs, and let the audience watch the program for free.

The value of 2.4 million Hong Kong dollars in Hong Kong is already very high, fifteen years ago, Run Run Shaw was able to buy the Clear Water Bay studio with more than 300,000 yuan, even if Hong Kong is developing very quickly, millionaires are also rich in Hong Kong, and now the average house price in Hong Kong is only 2,000 Hong Kong dollars per square meter.

Of course, why so much money was spent, mainly because Chen Yihua wanted to broadcast not three, but five TV screens.

Chen Yihua didn't know before, he has been very busy, and he didn't pay much attention to Hong Kong TV, and finally learned that although only three TV stations in Hong Kong are free, there are five channels, TVB and Li's TV station each have two channels, TVB now has Jade Channel and Pearl Channel, and Li's TV station has "Chinese Channel" and "English Channel", which was later changed to "Gold Channel" and "Diamond Channel".

Wireless and Li TV stations have Chinese and English channels, fortunately, Jiayi has only one channel, originally Chen Yihua did not want to spend so much money on advertising, nor did he consider any English station.

Later, thinking about the fact that foreigners' spending power in Hong Kong is now stronger than that of Chinese, and foreigners are quick to receive new things, I believe it is very helpful for the early sales of pagers, and pagers must be very marketable in that group of foreigners, so Chen Yihua finally decided that the advertisements of Tianyi pagers will be broadcast on five channels at the same time.

Chen Yihua is also planning to set up an English group at Far East Telecom because of the affairs of the English station, which is specially designed to transfer English-speaking gringos, after all, there are many foreigners in Hong Kong, and they are a big customer and a big consumer group.

For Chen Yihua's telecommunications company, if it wants to be reasonable and legal in the future, it must spare no effort to develop, penetrate into the hearts of the people of all countries, and cannot let others get in the way, only to become a giant, everyone knows and is familiar with Far East Telecom, and even if various countries introduce communication management policies, they will not defeat Far East Telecom. This is the brand effect, as long as the brand is deeply rooted in the hearts of the people, the company is not easy to go out of business or something.

To be honest, although Chen Yihua does not lack any funds, he spent 2.4 million yuan on an advertisement, not including production, and posters and other publicity, such publicity occupies too much proportion, and the company's building is still rented. Fortunately, the TV station can let Chen Yihua pay in monthly installments, of course, the time for each payment is at the beginning of the month.

Now Far East Telecom's decision-making personnel are actually Liu Yiyi and Chen Yihua, for Chen Yihua's investment of three million to engage in publicity, Liu Yiyi is opposed, although Liu Yiyi's vision is very good, women do not let the eyebrows, but this kind of publicity cost is too high, few companies in Hong Kong to promote this piece, a few months will spend three or four million, Chen Yihua's propaganda advertising is not looking for those big stars, if you want to find any big stars to advertise, how much does it take, Liu Yiyi didn't know that although Chen Yihua is not looking for big stars to shoot advertisements now, it does not mean that he will not look for them in the future, and the role of big stars in enhancing the value of the brand is still obvious.

There are a lot of advertising companies in Hong Kong, but the business community does not pay as much attention to the use of advertising as foreign companies, in fact, this is also the advertising company itself has not explored its own potential, the results of a commodity sales, although it is inseparable from the quality of the product, but the recognition is also essential, you do a good job in advertising, this product is not a dream to become famous overnight.

In fact, this is also related to the environment of Hong Kong, Hong Kong is a small place, but the competition is very fierce, and the effect of advertising seems to be less obvious.

Not as good as later generations of China, after China's reform and opening up, we can not imagine the madness of advertising, when China just opened up and opened up, consumers' consumption concept is not mature, saying which thing is good, there are many people who buy that kind of thing, and there are many products that rely on advertising to earn RMB crazy in later generations.

Particularly famous is health care products, a health care product advertising is done well, publicity is in place, even if this health care product has no effect, it can make hundreds of millions of dollars within a year, this kind of thing cannot happen in Hong Kong.

There are many cases of successful advertising in later generations for product sales to drive rapid growth, before the "Confucius Banquet Wine" and CCTV were connected, it was just a small state-owned distillery with an annual sales of less than 10 million yuan. However, at the end of 1994, after its chairman Jiang Tinghua proudly invested 30.79 million yuan in CCTV advertising "Standard King", everything seemed to have changed qualitatively overnight: the sales revenue of nearly one billion yuan was achieved in the following year, the main economic indicators entered the top three in the national liquor industry, and the per capita annual income of employees exceeded 10,000 yuan. "Confucius Banquet" soon became a well-known brand in China. The use of advertising can see how many times the company's assets have increased, not several times, or dozens of times, that is a hundred times the marketing amount.

Of course, Hong Kong's capital market has been running for so many years, and it is impossible to have such a crazy sales situation as the mainland in the future, so it is understandable that Liu Yiyi does not understand that Chen Yihua spent so much money on publicity, after all, the headquarters building of Far Eastern Telecom is still rented, and the rent for a year is only so little, but the advertising is spent millions at once, and how many pagers will be sold to earn back such a number.

Liu Yiyi has been responsible for the operation of the company since the establishment of Far East Telecom, as well as the sales of pagers, and is also familiar with the pager product, but he does not know as much as Chen Yihua, nor does he have as much confidence as Chen Yihua in pagers.

Chen Yihua knows the great role of pagers, knows that instant messaging has changed people's feelings, as well as changes in the world, it can be said that the use of instant messaging is another great revolution in human history, what a convenient life it brings to people, even if they are 108,000 miles apart, everyone can know each other's information.

The pager has not appeared in Hong Kong, although it can also be done without publicity, so that people can slowly understand it, but how long will it take, I believe that if Chen Yihua does not do publicity, when the pager is popular, it is estimated that Chen Yihua's company can develop the third and fourth generation of pager products, and there will definitely be other competitors on the market at that time.

More than 600 pagers are not like novels and comics, which only cost five or six yuan, and Yanjing's comic world magazine only costs five or six yuan.

Tianyi pager is different, a five or six hundred, now the average salary in Hong Kong is only about 1,000 Hong Kong dollars a month, who will spend half a month's salary to buy this unused thing, so don't advertise, don't let everyone know the role of the pager is not good, everyone will only spend money to buy it if they know its role.

Although the publicity cost is a bit out of Chen Yihua's budget, he doesn't care very much, the pager has just been released, and the publicity fee in the early stage may be a little more, but it will not account for so much in the future.

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