"Very good," Professor Zhang said, pushing the boy on his shoulder, "Zhuangzhuang, let's go play with the children." ”

Di Didi thought that he knew the name of Sheriff Black Cat, and said enthusiastically: "Let's go, Sheriff Black Cat is strong!" ”

*

Not long after the prom, the Ascendas VCD was officially launched.

In the early stage, the goods were only sold to a few large shopping malls in Beijing, as well as the directly operated video stores of China Singing in several large cities in North China.

Another private dealer who heard that Tengfei produced VCD wanted to get the goods from Tengfei, but the cost of the VCD machine was too high, and when the qualification of the private dealer was not inspected, Disco did not dare to open this opening.

He plans to wait for the advertisement to go out and choose the most powerful dealer.

On this day, Wang Dahai knocked on the door with a water cup and said: "Mr. Di, there is already news from the Central Station, and there will be a 'prime-time bidding meeting' next week." We've got to get this opportunity, right? ”

"How's that going to happen? Has the target been announced? ”

Ascendas has only advertised in newspapers, walls and buses, and television commercials have not yet landed.

Just waiting for this bid from the central station.

If there is no movement over there, they will have to find a few local stations to cooperate with first.

"It's 15 seconds before the news broadcast, 60 seconds before the news broadcast and the weather forecast, a total of more than a minute." Wang Dahai had already figured out the matter, "There are five seconds and ten seconds, and the longest is 15 seconds." But the most expensive is definitely the five-second countdown before the news broadcast. Let's see which one we choose! ”

"How much does it cost to count down to five seconds?"

"It is estimated that it will be at least 200,000 a day, and the advertising fee this time is all settled annually, if the cost of a day is 200,000, we have to pay more than 70 million at one time."

When this number was reported, Wang Dahai only felt frightened.

In the past few months, it has taken off and set aside 25 million funds for the advertising of CCTV.

According to this estimate, they don't even think about the five-second countdown to the advertisement.

70 million is just a guarantee, and there is no cap!

Disco groaned and said, "A five-second countdown may not be suitable for us, so we can only write the words 'Soaring VCD' on the clock dial." But our VCD is a new product, and we still need an advertisement with an image, so forget about the time advertisement. How much is the first five seconds of the weather forecast? ”

"More than 20 million should be about the same, right?" Wang Dahai guessed.

Disko picked up the phone on his desk and dialed the TV station's advertising department.

The North Daily Chemical Plant cooperated with Central Taiwan at the beginning, and Disco still had a bit of face with others.

He said a few polite words on the phone, asking for an approximate estimate of the ad five seconds before the weather forecast.

After frowning and listening for a while, he put down the phone and said: "It is expected to be a minimum of 30 million, and now there are two companies that have taken a fancy to this target, and if they participate in the auction, it is conservatively estimated to be 40 million." ”

Wang Dahai: "......"

Where does the rest of the advertising money come from?

Chapter 173

This year's prime-time advertising bidding is the first time that the central station has used advertising space as the subject for bidding since its establishment.

As soon as the news was announced, well-known enterprises across the country immediately moved when they heard the news.

The 25 million prepared in advance by Tengfei is likely to be insufficient.

In order to make the advertising expenses more abundant, Tengfei VCD put forward a request for those private dealers who are interested in cooperating with the payment first and then pick up the goods.

More than 2,000 VCDs were pre-sold, and 10 million dollars were raised.

With enough working capital on the books, they had a budget of $35 million in advertising dollars.

If it's on other TV stations, or at other times, it's more than enough money to get advertising space.

However, in the central station of "knowing the world and taking the stage", especially in the prime time of the "brand Olympics", it is really uncertain what the result of this auction will be.

Yu Tong helped with off-site guidance: "I asked an acquaintance at the TV station this morning, and there are more than 100 companies that have signed up to participate in the bidding, and half of them are represented by advertising agencies. If you can't get a quote, you can also find a professional advertising agency, they are very well informed. ”

Qin Mian is endorsing a color TV, so he invited an advertising company to come forward.

Disco frowned, "This competition is too fierce, to make a secret standard, everyone has to fight wits and courage."

He had just learned that the bid was made at a hidden price, and when the time came, all the companies would write their offers back to back, and no one would know whose reserve price would be, and the highest bidder would win.

Yu Tong: "Hidden bids also have the benefits of hidden bids, so you don't have to fight for the cards at the auction site." That kind of scene of holding up signs can easily irritate people to lose their rationality. ”

If the price of the hidden bid is low, it is easy to be eliminated, and if the price is high, it is likely to be wronged.

If done properly, it may save the company millions of advertising costs!

As a result, Tengfei quickly found a professional advertising agency to help them fight this tough battle.

"The exact number of bids has come out," Luo Yan, the boss of the advertising company, personally came to the door to introduce the bidding details to the big customers, "After several revisions, the central station has finally been determined this time, and a total of 20 5-second bids have been launched." In "The Clock at 7 P.O.", "Before the Weather Forecast", and "Focus Interview". ”

She drew a large circle with chalk on the five words "before the weather forecast".

"Our industry is generally optimistic about the 12 5-second standard plates before the weather forecast after the news broadcast. It is likely that the king will be produced during this time period. ”

Wang Dahai hugged his arms and interrupted: "Mr. Luo, how did I hear that the five-second advertisement of "19 o'clock clock" is the most expensive? What a great location! ”

"Indeed," Luo Yan had a decent smile on her face, not showing the slightest unhappiness at being interrupted, "The news broadcast is broadcast by provincial and municipal TV stations across the country, and the ratings are the highest in the whole day. Everyone was originally very optimistic about this 5-second standard plate, but the central station planned to continue to use the current style, and the clock at 19 o'clock continued to use the clock, so this standard plate only allowed the companies that produce clocks to participate in the auction. ”

"Can watch companies come up with 70 million a year in advertising expenses?" Wang Dahai looked skeptical.

Famous watches are indeed expensive, but those international big-name watches have not yet entered the mainland market, and the clocks and watches that have counted down to the news network in recent years are basically domestic.

"Unlikely," Luo Yan shook her head, "the hidden price should be formulated according to the company's revenue in the coming year." Our company has already obtained the list of companies participating in the auction, and the auction will not change much in a few days. As of yesterday afternoon, only three watch companies had registered on the TV station. According to our survey, with the strength of these three companies, the final offer will not exceed 12 million. ”

Jin Mingliang sighed with emotion: "Then these watch companies have really taken a big advantage!" ”

Luo Yan put the topic back on track, "Before many companies focused on the standard plate of "19 o'clock clock", after this road was blocked, the 12 standard plates of "Before the Weather Forecast" will inevitably be fiercely competitive, and the standard king will be produced in these 12 standard plates! ”

As for the standard version related to "Focus Interview", everyone deliberately ignored it.

As long as there is a chance to compete for "Before the Weather Forecast", everyone will not settle for "Focus Interview".

Because the advertisements of "Before the Weather Forecast" will be broadcast by TV stations in various provinces and cities across the country, while "Focus Interview" does not have this treatment.

The audience is not only concerned about national events, but also about weather changes, so after the news broadcast, the national ratings in this time period before the weather forecast are as high as 40%, and even 60% in Beijing.

Enterprises with a little strength and ambition will not give up these 12 standard plates.

Luo Yan knew that the boss of Tengfei had been optimistic about the five seconds before the weather forecast, so she couldn't help but persuade: "Leaders, we have a limited budget and fierce competition, as long as we can win any piece of the standard plate before the weather forecast, it is a victory, in fact, you don't have to stick to the 5 seconds after the news broadcast, or the 5 seconds before the weather forecast!" ”

Disco nodded, with limited funds, he is indeed not qualified to pick and choose.

"Then do as Mr. Luo said."

*

The venue of the tender meeting is in the conference hall of the central station.

At the front of the venue stood the sign of "95' CCTV Golden Segment Advertising Bidding Conference".

The richest enterprises and the most powerful advertising companies in the country were present.

More than 300 representatives from more than 130 companies sat in the entire venue.

Although Tengfei has hired a professional advertising agency as an agent, Ma Yuanchao, Disco and Wang Dahai still came to the venue.

Tens of millions of dollars are involved, and accidents can occur at any time during the bidding process.

They are on site and can make decisions as quickly as possible.

Tengfei was still teetering on the verge of bankruptcy last year, and although it breathed a sigh of relief this year, it is still a step behind those well-known companies with strong strength.

They came early, sat in the last row of the venue very low-key, and then watched the representatives of those well-known companies walk into the venue one by one.

Moutai, Wuliangye, Xiaobawang, Peking University Founder, Ma Jiajun No. 1, China Turtle Jing, Meiling, FAW, VV, Coconut Wind ......

Each brand is taken out separately and is well-known.

Tengfei is a state-owned unit, but judging from Tengfei's current brand awareness, it is a younger brother in front of others.

Wang Dahai now feels like he is a frog at the bottom of the well, and when he discusses in his own company, he always has the courage to bid for the king and give up on me.

However, when they actually came to the venue and saw the representatives of other companies, they seemed to be suddenly beaten back to their original shape.

"With the strength of car companies and wine companies, 70 million advertising expenses are not a problem, right?"

Luo Yan maintained absolute professionalism and rationality at this time.

"The popularity and market share of these companies are already very high, and it is impossible to really spend money on an advertising board. The more such a company, the more there is a psychological price point. Even if an advertising agency wants to offer them a high price, they may not agree. On the contrary, those little-known companies will fight for these standards like grasping a life-saving straw. ”

The bidding meeting began at half past nine in the morning, and the deputy director first took the stage to speak, welcoming and thanking all the enterprises and agencies participating in the bidding.

Then the head of the advertising section announced the rules of the bidding this time -

More than 130 companies, divided into several major industries, each industry selects 2 to 3 companies.

And the bottom of the bid is not the same in each industry.

For example, electrical appliances and computers, alcohol, health care products and drugs, the bottom of the bid is 12 million, but there is a maximum limit on advertising expenses for health care products and drugs, while there is no upper limit on electrical appliances and computers and alcohol.

After the chief of the advertising section introduced all the rules, he immediately announced: "The comrades of the Beijing Municipal Notary Office will track the whole bidding meeting, and the bidding time is from 10:30 to 11:30, please seize the time to negotiate, and the bidding will end in one hour." ”

Immediately after the end of the "pre-war mobilization meeting", there was a commotion in the venue.

Representatives of daily chemical companies and food companies high-fived each other excitedly.

Before they came, they were ready to accompany the prince to study.

If you want to say that there is money, electrical and computer, car and alcohol companies are the richest, and the profits are also the highest.

However, with this constraint, they only need to compete in the industry, and the quotation ranks in the top three in the industry, and they can win a 5-second standard.

When Disco heard the news, he also breathed a sigh of relief in his heart, "It's good, this method is indeed more reasonable, if you put more than 130 companies together and choose the 20 with the highest offer, then the prime-time advertising is the world of cars and liquor!" ”

Ma Yuanchao looked at the business representatives and advertising agencies who were constantly coming in and out of the venue, and the voices of hundreds of big brothers sounded at the same time.

He settled down before saying: "Since it is competition within the industry, then we have to re-evaluate a price, 35 million is too much." ”

Disco also nodded and said, "Indeed, we can try to set the price below 2500." ”

25 million is their initial price expectation for the advertising space of the central station.

Since Luo Yan has taken over this project, she will naturally make an assessment of the strength of the major competitors.