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20 Thousand Yuan Per Second &Nbsp; Clothing Brand Battle World Cup Advertising

2010/6/19 8:53:00 52

Garment enterprises become South Africa

World Cup

The protagonist of the CCTV competition advertising, many industry insiders told reporters that the men's clothing of Jin BA was paid 76 million yuan in advertising fees, and the king of nine was invested in about 30 million yuan, and the average advertisement was 20 thousand yuan per second.

The broadcast time of cctv world cup is divided into three periods: pre competition, middle and extra time.

Men's wear

Vice President Lian Jin told our reporter that they had taken a pre competition advertisement, two advertisements and two extra time advertisements. In terms of quantity, the 5 15 seconds event advertisements were the largest among all the successful companies in CCTV.

XTEP and red bean each took an advertisement in the competition, and the king took a pre competition advertisement and an extra time advertisement.

The advertising price of the cctv world cup is extremely expensive.

Many people know that the price of advertising in pre competition and competition is around 20 million yuan, because the number of advertising entries is more, the total cost of advertising is 76 million yuan, and the advertising expenditure of the king is 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.

Insiders believe that

Clothing enterprise

There are both advantages and disadvantages of competing 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, compared with the seven wolves from Fujian, there are more than 3000 sales outlets in the men's clothing. The seven wolves have 3249 terminal outlets as of December 31, 2009, and the two are close. But in the market share, the seven wolves win the first prize. Lian Jin said that they spent nearly half of the year's advertising expenses for the World Cup advertising. The purpose is to enhance the brand awareness while enhancing the sales of existing stores and achieving better results.