Liguangdou: advertising wastage is the biggest waste of

Thank you, Guo total, sometimes I think that advertising planning what happened, I asked many of our television advertising, for example, there are still a few places ads, that I tell you, you say two words not clear, you see a book, we better learn advertising is the name of this, particularly after the President's career, then get this book, I said, after President's career is Vice President, advertising, this book the author is our famous marketing planners, Mr. Liguangdou, please.

Liguangdou:

The meeting opened at the end of the day, are very tired, I speak a very light topic, the topic itself is not very easy, as we all know that advertising wastage is a business as a matter of fact the most wasteful, but not the waste of raw materials, and staff wages, I communicate with everyone today is how to use the powerful media, event marketing impact.

Just speak, sunzong actually his thought is the one thing and the process of event marketing, event marketing and what is what is standing on the shoulders of giants, so we'll see, says the 21st century is the century of competitiveness, it is a consensus, what is the core competitiveness, we have a point, brand competitiveness is the core competitiveness of enterprises external manifestation of the most lasting, the relationship between this time, I do not expand.

Study in the US and Renmin University of China brand competitiveness of eight levels, one we can see, the key factor is the brand of radiative forcing, the brand of the radiative forcing is brand competitiveness support status. Event marketing, utilization of major events of historical events, sporting event is an event marketing best opportunity, because everyone care about sports.

From the look, why is movie on hunting scenes, we see the gods must be crazy, chasing people, animals, cars chasing after people, people who chased the car chases, train, Jackie Chan's many attractions are very popular with people in the original memory is pursuing, why practicing running is to hunt down, now the Olympic games such a great event, sporting events, he is efficient brand communication best time, event marketing has an exemplary event marketing practice in China, our event marketing, practice, over the last decade or so, we draw what experience, want to share with you.

For example, we have experienced some event marketing, successful, not successful, the event marketing success lies in what is TV, like? I mentioned, mounted on the shoulders of giants, the spread of potential energy and formed like mercury discharge base spread from high to low, people ask me from low to high line no, from low to High God gossip, rumors, events marketing must occupy the commanding heights of the media, this is a marketing point of view.

Let's take a look at this is more than ten years ago, we had an Olympic star launch on-site advertising, in 1992, we put the little fighter on Olympic star launch site, Jackie CHAN to Overlord free advertisements, 97 years keshouliang leap in the Yellow River, which is dedicated to the astronauts mengniu milk. We summed up the event marketing communication of one of the four laws, laws? in the words of a popular, good deeds must aspire to, and use a terms, spreading awareness of something. Like sunzong said, you as the teacher gave milk, you not only make a charity, you have to inform the public, and we see from this image, from travel thousand, a good thing to do a train, why people know, write a diary in Lei Lei feng, the figures have not so far, but before the cultural revolution, release the 160 million copies, so say we all know that good young Lei feng, now have a song, Northeast people everyone is living Lei feng, do you want to go, this is the first event marketing laws, we do not do good, but to do battle.