Rebirth of the Wild Age

One of the oddities of the advertising world in the early 90s was that TV commercials were far undervalued (money).

After more than ten years, CCTV 1 commercials will basically not exceed 7.5 seconds. The 7.5 seconds refers to the sum of the prime-time advertisements for a single product every day. No matter how much you pay, CCTV will not let you exceed 7.5 seconds.

But at this time, the algorithm of CCTV advertisement is how much is 30 seconds.

Take last year as an example, even though the price of CCTV advertisements has increased, the 30-second prime-time advertisement is still less than one-third of the full-page advertisement cost of "China Youth Daily".

As a result, CCTV's advertising fees have risen again this year, and the provincial TV stations have also followed suit.

The CCTV advertising contract is divided into half-year contract and one-year contract. Song Weiyang plans to sign for half a year. If it is more, the funds will be tight.

Song Weiyang didn't plan to do any garbage time bombing this time. Last year, the number of junk time advertisements on all TV stations more than doubled, and they were all advertisements for various health care products. Xifeng Iced Tea must be a dignified teacher and advertise on CCTV, so as to establish its own brand status.

The advertising contract was negotiated by Song Qizhi in the capital, every day at 10 seconds at noon, 20 seconds in the afternoon, 10 seconds in the evening, 5 seconds after the weather forecast, 5 seconds in prime time at 8:00, and 10 seconds from 9:00 to 10:00. There is a total of 1 minute of advertisements per day, and the half-year contract price is 5.5 million yuan.

That might not seem like much, but it's actually pretty scary, and it's 1994 after all.

In the future, advertisements will be placed in various provincial and TV stations. Even if it is only launched in 10 relatively important provinces, it will cost more than 20 million in half a year, and 25.5 million if CCTV is added. If newspapers and magazines are included, Song Weiyang estimates that he will spend 35 million yuan on advertising in half a year—in terms of advertising investment alone, he can already be ranked among the top three domestic brands.

Whether it was Song Qizhi, Guo Xiaolan, Yang Xin, or Zheng Xuehong, Chen Tao, and Zhang Guodong, they all felt guilty after learning of Song Weiyang's plan.

It's so wild, it's all gamble, and if the iced tea doesn't sell well, everyone can just declare bankruptcy.

Song Qizhi also sent back an important news from the capital. The iced tea beverage with the brand name "Xurisheng" has appeared in Hebei Province, and the sales are relatively good.

Song Weiyang was quite surprised, he didn't expect Xu Risheng to appear so early, so he quickly asked his elder brother to send someone to conduct a detailed investigation.

A few days later, Song Qizhi sent back a message that Sunshine Iced Tea had been sold since the end of last year, but only in two or three small cities in Hebei Province. Due to the good market response, Sunshine successfully obtained a bank loan and invested in building a factory to expand its scale after the Spring Festival this year. Now its products have seized the capital of Hebei Province. But it is limited to this. Sunrise's sales channels are laid very slowly, and the investment in advertising is also small, and there is no shadow outside Hebei Province.

However, according to dealers in Beijing, Sunshine Iced Tea is preparing to enter the Beijing and Tianjin market, and it is estimated that it may collide with Xifeng Iced Tea in May.

...

At the end of April, the advertisement planned by Song Weiyang and featured by Uncle Ge was completed in Beijing.

The main factory in Rongping City has been producing iced tea for half a month, and it has been shipped to various places one after another. The production line of the Shandong branch factory has also been debugged and is working overtime to stockpile ammunition for the upcoming war.

Although most dealers from all over the world are waiting and watching, uncertain whether this new tea drink will sell well, some are still willing to take risks—provided that the goods are sold first and then the payment is made.

CCTV commercials will be aired in mid-May, but the prime-time commercials have to be postponed because the schedule is already full, and vacancies will not be vacated until early July.

Advertisements, products, and channels are all ready, everything is ready, the only thing left is east wind.

During this time, everyone in the company was on the move. Zheng Xuehong was directly sent to the Lu Province branch factory as the factory director, and took away a college student and 10 cannery backbones.

Song Weiyang came to Yang Xin's office and took out a manuscript saying: "Contact "China Youth Daily", "Industrial and Commercial Daily", "Economic Daily", "Wen Wei Po", "Xinmin Daily", "Beijing Evening News", "Yangcheng Evening News and Southern Weekend, I want to buy their full-page ads for a week!"

Yang Xin said in surprise: "Except for a few weekly newspapers, the other newspapers you mentioned are published every day, and they are all big newspapers. The total amount of full-page advertisements in a week is more than 1 million!"

Newspapers are so awesome these days, and the advertising costs are scary.

"You read the manuscript before you talk." Song Weiyang laughed.

Yang Xin looked down, and after reading only the first few sentences of the chapter, he couldn't help but gasped, reminding him: "You are a campaign against thieves, and you are attacking foreign businessmen, which is inconsistent with what the government advocates. I guess , "China Youth Daily", "Industrial Daily", "Wen Wei Po" and "Economic Daily" will not publish it, and they will not dare to pay more money."

Song Weiyang said: "Regardless of whether it can be published or not, contact us first, there will always be one or two people who will agree."

"I'm afraid of accidents!" Yang Xin held the manuscript and smacked his tongue, "This time you are taking a slanted sword, but you are singing against the government."

Song Weiyang didn't care about it: "Now there are a lot of naysayers. As long as you don't offend specific officials and departments, no one will stand up and meddle in their own business."

Yang Xin thought about it carefully, and it was really the case. He read the manuscript repeatedly and admired it from the bottom of his heart: "Chairman, I am really convinced this time. Once your article is published, let alone a national sensation, it is estimated that the western media will follow suit. report."

"Support the bold to death, starve the timid to death." Song Weiyang said.

Yang Xin suddenly became arrogant, and laughed: "Then I'll make a bet with you. If I lose the bet, I will go home to grow sweet potatoes. If I win the bet, we will be one of the best backbone brands in China's beverage industry."

Song Weiyang is a lunatic, and Yang Xin also has madness hidden in his bones, and he is very gambler, otherwise he would not lose everything in Qiongdao.

The manuscript was quickly sent to several major newspapers. The content scared the advertising departments of the newspapers so that they did not dare to make a decision, and sent it directly to the editor-in-chief for review and decision.

The first to reply were "Yangcheng Evening News" and "Southern Weekend". They were willing to use full-page advertisement pages to publish Song Weiyang's appeal, and they would also help out a series of related reports.

Then "Economic Daily", "Wen Wei Po", "Xinmin Daily", and "China Youth Daily" sent replies. They did not intend to mix it up because the manuscript did not meet the advertising requirements.

What surprised Song Weiyang and Yang Xin the most was that the Industrial and Commercial Daily agreed. This is a national newspaper with government background, and the "Industrial and Commercial Daily" is willing to publish it, which is equivalent to giving Song Weiyang and Yang Xin a reassurance, at least they don't have to worry about making political mistakes.

As time passed day by day, the company became more and more busy, but Song Weiyang was idle instead. He has already laid out the chess game and has done everything that needs to be done, so he can prepare for the college entrance examination with peace of mind.

Those marketing methods of selling canned food last year were all small things, this time Song Weiyang is going to play big!