Soaring Program Naming Fees Discourage Footwear Companies

< p > last week, the Hunan satellite TV paternity program "daddy went there" held the second quarter advertising bidding meeting, and finally Erie won the exclusive title right with 311 million 990 thousand, creating the highest title in the history of Chinese television.

Such a high a href= "http://www.91se91.com/news/index_c.asp" > advertising cost < /a > also prohibits the native enterprises who want to hand in "Daddy where to go".

In the interview, reporters learned that many local brands tried to find a better way to spread their price by using "edge ball".

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< p > < strong > facing the "local tyrant" program, the mainland is powerless. < /strong > < /p >

< p > in the second quarter Advertising Conference held last week, where daddy went, Erie won the exclusive title right with 311 million 990 thousand, creating the highest title in the history of Chinese television. The blue moon became the first partner of the program with 72 million 990 thousand yuan; the second partner Fujita electric vehicle 52 million 990 thousand yuan; third partners as music 45 million yuan.

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< p > and before that, the naming fee for the first season was only 28 million yuan.

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< p > "we can easily find that whether the exclusive naming rights or partners are changed into new faces, only the exclusive naming right is considered. In the first quarter, only 999 of the 28 million cold souls were taken into the capsule, while the second quarter increased by more than 10 times.

In this season, 28 million of the enterprise invested in a super high audience rating, and directly converted to intensive brand exposure. If we continue to sponsor in the second quarter, can we get the same ratings or higher brand exposure in the same quarter, and from the perspective of input-output, we do not have a cost performance ratio.

Zhang Jiabing (Beijing) culture media Co. Ltd.

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P > this has also been recognized by Zhao Tao, general manager of the local a href= "http://www.91se91.com/news/index_c.asp" and "children's products brand" /a GLU GLU. Although the first quarter of the program was purchased from Korean copyright, it was particularly popular in choreographer and content. Because of the parent-child element, the strong star lineup and the unusual outdoor adventure experience, combined with the three of the "Daddy where to go", it created the scarcity of columns, and brought together a lot of popularity. But in 2014 there will be similar columns on the line. Once a hundred schools of thought contend, the audience can also split the same flow. However, "where is daddy going" is still such a benchmark, because the right to choose in the audience, the program is not good, they turn the stage. <

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< p > more importantly, for the children's goods brands that are at the stage of development, they can only do away with such a high marketing cost. This year's sales volume can reach about 1000000000 of the local a href= "http://www.91se91.com/news/index_c.asp" > children's shoes < /a > king POOVE is unable to do anything. POOVE's marketing cost is almost the highest critical line in the local children's products brand.

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< p > "enterprises first measure the cost performance of this marketing project, and in addition to the necessary marketing, now we are really sinking into the heart to do a good job."

GLU marketing director Cao Jin said.

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< p > < strong > clever edge ball selection cost-effective regional media < /strong > /p >

< p > in the "Daddy where to go" hot TV at the same time, Zhejiang satellite TV, Shenzhen satellite TV, Qinghai satellite TV, Xiamen satellite TV and so on have launched various forms of parent-child program, parent-child class program has become a "local tyrant" program.

To be sure, this will be the topic of the whole year in 2014, and the topic of the enterprise that will climb with it will occupy the headlines of various media, Zhang Jiabing analyzed.

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Zhang Yijia, general manager of Fujian Cai Chi shoes and Garments Co. Ltd., is convinced that the company and brand want to seize such a rare focus at the moment so as to enhance the brand awareness.

He confessed that because of the limited marketing cost, Cai would concentrate the cost on the outbreak of this hot topic. They might consider asking their father and children to take part in the company's activities and hype through a series of public relations activities under the online and offline activities. Finally, they expect to spend money on big events.

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< p > this can be reflected in the attempt of the local brand, "the advent of angels".

In terms of audience, Kasiron's target consumer group is very consistent with the main audience of "angel coming" tonight, which has locked the young mothers of the 80's to a large extent, and has greatly increased the consumer's awareness and influence on the brand. In terms of emotional appeals, the two sides have reached a great tacit understanding: the brand idea that Kasiron has insisted on "we grow together" and "care not absent" is complementary to the thick maternal love conveyed in the angel coming tonight, explaining the true meaning of "family and love" to the audience.

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Kasiron, general manager of P > (China) Limited, believes that Kasiron has also concluded with this summer's hot Chinese new voice generation as a music partner. With the help of the new voice, the TV program with a high audience rating and a family viewing phenomenon has passed the idea of "caring" to the audience, and has also provided a powerful platform for the promotion of the brand. "Kasiron"

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