World cup marketing strategy of the fire training before the olympic games

"The Chinese team missed the World Cup, the Chinese media during the World Cup Advertisement Revenue from 3 to 400,000,000 yuan. However, no Chinese Team in the World Cup more to ensure quality. "April 13 afternoon, in the central TV station 2006 FIFA World Cup Advertising Resources (Shanghai) information meeting, CCTV Sports Center Zhang Bin, deputy director of editorial that said, his words drew a knowing laugh.

Despite the image of Chinese football, "fell into the lowest point ever" (Bin language), but will be held June 9 to July 10 did not affect the World Cup, held a number of enterprises to enter Sports Marketing The "hot for 30 days."

From April 10 to April 24, has exclusive broadcast rights for mainland China's Central Television in Beijing, Shanghai, Quanzhou, Guangzhou, Kunming, Chongqing and other places of the seven World Cup advertising resources briefings. This promotion efforts generally appear in the annual CCTV advertising tender gold resources before the General Assembly.

Xia Hong Bo, director of CCTV's advertisement said that the 2006 World Cup in Germany in 2008 Beijing Olympics Prior to the biggest sporting event before the Beijing Olympics CCTV largest ever in a real operation in the ad is a marketing before the Beijing Olympics dress rehearsal, put this CCTV crack.

Sense to make advertisers more value for money, CCTV in the World Cup's marketing spared no effort, for example, will draw on advanced international experience, the introduction and use of new technologies, try product placement. This picture appears in front of television viewers, the entire pitch, spectator stand behind the players played well can be replaced with the standard version of LOGO business logo.

Peking University Guanghua School of Management Professor JIANG Ming-Hua believes that more and more enterprises by means of sports began to implement its Brand Internationalization strategy.

As the world's most prestigious sporting event of the World Cup both "Sports", and "events" of the double feature, which possesses a large commercial value. On the one hand, as the world famous "first movement" of the top event, "World Cup", with their billions of fans, this is "sports marketing" has laid a good foundation; the other hand, as a "four- In term of "sports events, the time interval so that each a" World Cup "will be held are fierce, brilliant, this is" Event Marketing "Provides a unique opportunity.

Beijing Dentsu media with the words vice president Zhang Haiying, the World Cup, brings valuable advertising opportunities: The daily relative to brand advertising, the World Cup is different from regular television programs, is a fast Lasheng branding opportunities.

2005 11 18, gold resources in the CCTV advertising bidding conference, "2006 World Cup matches live CCTV exclusive special," the ad project was China Mobile To 65.09 million yuan win.

With the World Cup approaching, companies focus on sports marketing and identity is gradually warming, cars, Beer , Clothing And other industry clients have tremendous business opportunities aimed at the World Cup, World Cup ads with the CCTV advertising items to discuss.

As Chery CCTV car selected exclusive broadcast World Cup matches in the videos "window of the World Cup Charm" theme sponsorship. 2006 April 1 to July 10, in the exclusive broadcast of World Cup CCTV wonderful Ji Cui, the Chery brand image will appear frequently.

2006 World Cup advertising resources (Shanghai) information meeting, the reporter noted, KFC, Adidas, Coca-Cola , Sony , UPS and other companies have the responsible person participants. Procter & Gamble (China) Co., Ltd. is a senior media manager Lai Liangrui even invited to "own experiences" from the perspective of corporate marketing, introduced guests to the participants well-known brands P & G Gillette and the World Cup's 36 years of friendship.

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