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Olympic Organizing Committee PK Olympic Committee'S Hidden Marketing Was Sniped!

2008/7/9 0:00:00 10378

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? any non Olympic cooperative enterprise shall not use Olympic symbols or related elements in advertising. The media should not cooperate with non Olympic cooperative enterprises in setting up Olympic related columns. Unauthorized advertising for athletes, coaches, officials and other image players will be suspended. ? spectators should not wear clothing with advertisements and drink non sponsorship drinks during the competition. Coca-Cola VS Pepsi Cola, McDonald's VS KFC, Mengniu VS Erie, Adidas VS Lining... When almost all businesses are around the 2008 Beijing Olympic Games as the theme of advertising marketing war, many people may not be able to discern who is the real Olympic sponsor. On the contrary, a new term has been issued around Olympic marketing: "the Olympic Games Committee on the edge ball", or "Olympic Committee", that is, those enterprises that did not receive the sponsorship of Olympic Games, through the implicit marketing, made the image of the enterprise associated with the Olympic Games, which made the consumers mistaken that the enterprise is the Olympic sponsorship enterprise, so as to achieve the purpose of promoting the sales and brand promotion by using the Olympic image. Although many people can not tell the difference between Li Kui and Li Gui, but in the Beijing Olympic Games, the audience can not wear Pepsi advertising T-shirts; can not watch the game while eating Kentucky; nor can Mengniu quench thirst. Because Olympic spectators should not wear or carry any clothing, food and other items with obvious signs of non Olympic sponsors. Otherwise, they may not be allowed to enter the arena, even if they are holding genuine tickets. There is a name "Olympic cleaning committee" Beijing Olympic Games approaching, but sharp eyed people may find that the Olympic Games marketing has been a little smothering. Liu Xiang endorsed the "Amway", the diving team members endorsed the "AVON", the five national brand athletes endorsed the "Anta"... This series of advertisements has disappeared. According to the regulations of the Olympic Organizing Committee and the China Advertising Association, from July 11th, Beijing will conduct advertising control over major areas, airports, stations and Olympic venues. Any non Olympic cooperative enterprise shall not use Olympic symbols or related elements in advertising. Without authorization, advertisements for the Olympic Games athletes, coaches, officials and other image spokesmen will be suspended. It is the audience who can't wear clothes with advertising colors and drink some kind of drink to advertise during the competition. The media should not cooperate with non Olympic cooperative enterprises in setting up Olympic related columns. These initiatives, the Beijing Olympic Organizing Committee, are aimed at preventing the hidden marketing of Olympic Games from causing harm to sponsors and Olympic Games and ensuring the interests of Olympic sponsors. "Guarding against hidden market behavior is not only a need to safeguard the legitimate rights and interests of Olympic cooperative enterprises, but also a commitment made by us in signing a series of contracts with the International Olympic Committee. It is also one of the important signs of the successful hosting of the 2008 Beijing Olympic Games." Chen Feng, Vice Minister of market development department of Beijing Olympic Organizing Committee, said that these hidden advertising prohibitions will continue until the end of the September 17th Paralympic Games in Beijing, but the Chinese government's efforts to protect Olympic intellectual property rights will continue and will not be limited to the Olympic Games. For the Beijing Olympic Organizing Committee, the key to guarding against the hidden marketing of Olympic Games lies in the right to portray athletes and coaches in the Beijing Olympic Games during the Olympic Games. "The use of all athletes, coaches and officials should be approved by the International Olympic Committee. At present, International Olympic Committee is authorized by the Beijing Olympic Organizing Committee to do some approving work. From athletes, coaches to participate in the competition, they need to fill out a form, one of which has a commitment that their image can not be used for commercial purposes during the competition. Chen Feng said that in this way, commercial organizations should say that they have no right to use their image. From a legal point of view, if commercial organizations use their image, they should constitute a violation of the right of portrait. The complicated and endless "edge ball" makes the supervision of the OCOG very difficult. "We think the problem is keeping away from the hidden market." Chen Feng conceded the difficulties faced by the Olympic Organizing Committee, but he stressed that once the Beijing Olympic Organizing Committee found problems, it would first communicate with colleagues and inform the other side to stop the act. If such actions have actually constituted infringement, the administrative departments for Industry and Commerce will deal with them in accordance with the regulations on the protection of Olympic intellectual property rights. Sponsors are more puzzled than non sponsors. The Beijing Olympic Organizing Committee has made a huge contribution to the covert marketing attack. But even so, the Beijing Olympic Games, which attracted much attention from many businesses, still confuse Olympic sponsors and those who are not Olympic sponsors. There is no doubt that "edge ball" is not encouraged. In the first few weeks before hosting the Olympic Games, Athens removed or blocked the billboards around the Olympic Games. Greece even promulgated the regulations No. 3254/2004 on the 2004 Olympic Games and Paralympic Games. Its purpose is to control the hidden marketing in the Olympic Games. Those who do not comply with these injunctions should be punished accordingly. The penalty for failing to comply with the relevant legal provisions to the private entities that spanfer advertising to advertisers is 20 thousand to 50 thousand euros for each advertisement, and advertisers may be punished by a year's imprisonment and a fine of 50 thousand to 100 thousand euros. Indeed, the Beijing Olympic Organizing Committee has made various efforts, such as the foregoing, but how will the resulting cost problems be solved? Even if the cost problem is solved, is this a violation of the legitimate rights and interests of non sponsors? It may be hard for anyone to answer. In the eyes of Olympic non sponsors, implicit marketing is more dependent on morality than without specific legal provisions. After all, marketing ethics is a bowl of water that cannot be levelled. For the definition of implicit marketing, the regulations on the protection of Olympic intellectual property rights do exist in an elastic and fuzzy space. Prior to this, Lining chose to hand in CCTV, and all the hosts and reporters on the sports channel will wear products provided by Li Ning Co. However, now Lining's sponsorship is not able to achieve their marketing objectives. "Before sponsoring the Olympic Channel, we consulted many suggestions, including some Olympic law research institutions. Our cooperation with CCTV is guaranteed by contract. However, considering that the Olympic channel is the official channel of the Olympic Games, Li Ning Co also has long-term good cooperation with CCTV. Therefore, we are also communicating internally, and the sponsorship cooperation with the Olympic channel may be suspended for 3 months. Li Ning Co related people interviewed by the media said that although there was no problem in the cooperation between Lining and CCTV from the legal terms, they had to temporarily dilute the Olympic Channel. If we say that the "edge ball" can not be fully protected by law, many Olympic sponsors are also unable to tell the confusion. Although sponsors have a great deal of interest, once the Beijing Olympic Organizing Committee finds that they violate the propaganda, they can deduct performance bonds, terminate or even dissolve their contractual relationship based on contractual relationship. However, a lot of sponsoring enterprises' industry competitors often use the same illegal or even more excessive means to publicize, all these law enforcement departments have no effective way to directly stop. For example, if a non sponsor plays the Olympic Games in an exhibition, if the enterprise logo appears, perhaps the relevant departments can only take such extraordinary measures as power failure. "Sometimes, it is embarrassing to fight the truth and not to fake it. We are forbidden by the contract, but our competitors are blatant. We are very helpless to do such a thing." Some sponsors often have such confusion. We should not only protect the rights of sponsoring enterprises to the maximum, but also reduce their expectations. Perhaps how to balance the relationship is the most boording for the organizing committee. Hidden marketing? The answer seems to be "without complying with international rules and practices, while satisfying the needs of the masses to participate in the Olympic Games and support the Olympic Games." Li Yanjun, the Legal Affairs Department of the Beijing Olympic Organizing Committee, said frankly, "in fact, in many ways, we are learning to sell now." Undoubtedly, this process of exploration is very difficult, which will certainly be subject to many questions, but how to improve the future is the key. The Beijing Olympic Games gave Chinese businessmen the first big international marketing campaign. However, how to deal with hidden marketing really can not be compensated for by one Olympic Games. "A company investing in the Olympic Games is convinced that its rights will not be hurt and belittled by the surprising marketing tricks of the last minute competitors." Meckel, chief engineer of International Olympic brand marketing, explains the importance of ensuring the interests of sponsors. In fact, many large international business activities in the future will face such a test. At present, China has entered the peak period of bidding and hosting large-scale international events. Such terms as covert marketing are also commonly used in the Organizing Committee of World Expo and Guangzhou Asian Games. However, the biggest test for the success of China's large-scale events is precisely how to avoid detours. In the short time of preparation, the organizers and government departments of every event should avoid the same way of turning the same problem: how to understand and digest the international rules, implement the linkage with domestic policies and regulations, how to coordinate all aspects, ensure the interests of sponsors, protect the system of proprietary intellectual property rights and other rules, and crack down on those enterprises that exploit loopholes. Perhaps, a Beijing Olympic Games can not be perfect in all respects, at least it gives us the experience of facing difficulties and overcoming difficulties. Articles refer to the eighth to eleventh articles of the Olympic Charter, the Beijing Olympic Games host city contract, the Olympic logo Protection Ordinance, the Beijing Olympic intellectual property protection regulations, the anti unfair competition law, the advertising law, the consumer rights protection law, three puzzles and the elimination of hidden advertisements, such as the law of the Beijing Olympic Organizing Committee's vice minister of marketing, Chen Feng, who admits that once the Beijing Olympic Organizing Committee finds that there are problems in the "clearing up" process, it will first communicate with colleagues and inform the other party to stop the act. If such actions have actually constituted infringement, the administrative departments for Industry and Commerce will deal with them in accordance with the regulations on the protection of Olympic intellectual property rights. By contrast, in the first few weeks before the Olympic Games, Athens removed or blocked the billboards around the Olympic Games, and Greece even promulgated the regulations No. 3254/2004 on the 2004 Olympic Games and Paralympic Games. Its purpose is to control the hidden sales and marketing in the Olympic Games. Those who do not comply with these injunctions should be punished accordingly. The penalty for failing to comply with the relevant legal provisions to the private entities that spanfer advertising to advertisers is 20 thousand to 50 thousand euros for each advertisement, and advertisers may be punished by a year's imprisonment and a fine of 50 thousand to 100 thousand euros. The contract restricts sponsors more than non sponsors. Although sponsors have a great deal of interest, once the Beijing Olympic Organizing Committee finds out that they violate the regulations, they can deduct performance bonds, terminate or even dissolve cooperation relations based on contractual relationship. However, a lot of sponsoring enterprises' industry competitors often use the same illegal or even more excessive means to publicize, all these law enforcement departments have no effective way to directly stop. In the eyes of Olympic non sponsors, implicit marketing is more dependent on morality than without specific legal provisions. After all, marketing ethics is a bowl of water that cannot be levelled. For the definition of implicit marketing, the regulations on the protection of Olympic intellectual property rights do exist in an elastic and fuzzy space. Prior to this, Lining chose to hand in CCTV, and all the hosts and reporters on the sports channel will wear products provided by Li Ning Co. Without the slightest experience and how to avoid risks, China enters the rush hour of bidding and hosting large-scale international events. Such terms as implicit marketing are also commonly used in the Organizing Committee of World Expo and Guangzhou Asian Games. However, the biggest test for the success of China's large-scale events is precisely how to avoid detours. In the short time of preparation, almost every activity organizer and government department should avoid the same roundabout way on the same issue: how to understand and digest international regulations.