20 Thousand Yuan Per Second &Nbsp; Clothing Brand Battle World Cup Advertising
The clothing business has become the protagonist of the World Cup South Africa World Cup CCTV competition. Many people in the industry told reporters that the men's costume was paid 76 million yuan advertising fee, and the nine Muwang invested about 30 million yuan, and the average advertisement was 20 thousand yuan per second.
The CCTV World Cup advertising time is divided into three periods, namely, pre competition, competition and overtime. The vice president of the men's clothing of Jin Ba, the vice president, told reporters that they had taken a pre competition advertisement, two games advertisements, and two extra time advertisements. In terms of quantity, 5 15 second event advertisements were the largest among all the successful companies in CCTV.
XTEP
The red bean each took an advertisement in the competition, and the king took a pre competition advertisement and an extra time advertisement.
CCTV
World Cup
The price of commercials is extremely expensive.
A number of people familiar with the matter revealed that the price of advertising in pre competition and competition was around 20 million yuan, because the number of advertisements taken by strong fighter was more, the total advertising cost was 76 million yuan, and the advertising expenditure of nine Mu Wang was about 30 million yuan.
There are 64 matches in the world cup. Each time the advertising time is 15 seconds, the advertisement cost is 20 million yuan per game. The advertising cost is about 20 thousand yuan per second. A person close to XTEP said that the competition in the world cup competition was very fierce and the cost was very high, so XTEP only took one advertisement in the competition.
According to the insiders, it is both advantageous and harmful for garment enterprises to win the CCTV World Cup advertising.
There have been two consecutive advertisements in the world cup. In 2002, the world cup in Japan and South Korea was invested in 10 million yuan for the CCTV competition. In 2006, the world cup in Germany, the strong fighter took 38 million yuan in advertising expenses. Chen Shixin, the clothing industry observer, said: "the successful investment in the world cup has made it the representative brand of Fujian Style Men's wear."
After becoming famous, it has invested another 76 million yuan. It seems to be very strong in the industry, although it has a huge effect on brand promotion, but the marginal benefit is decreasing.
At present, the same from Fujian.
Seven wolves
There are more than 3000 sales outlets in the men's clothing, and seven wolves as of December 31, 2009, there are 3249 terminal outlets, and the two are close. But in the market share, the seven wolves win the first prize. Lian Jin said that he spent nearly half of the year's advertising expenses for the World Cup advertising. The purpose is to enhance the brand awareness while promoting the sales of existing stores, and the performance is even higher.
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