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11月18日,中央电视台2005年黄金段位广告招标圆满结束,招标总额达到52.48亿,同比实际增幅高达27.47%。本次招标最大的亮点,是著名国际品牌、有品牌教父之称的宝洁公司,成为了本次招标会上中标额最高的企业,也就是外界所说的“标王”。有媒体认为,世界最主要的广告主之一的宝洁公司以3.85亿成为“标王”,是为大家11年来所一直议论的“标王”现象盖棺定论。那么,如何看待这些年围绕“标王”诞生的种种现象与评价?如何解读“标王”的市场和社会内涵?这些都成为近来各界最为关注的热门话题,也是本次直播讨论的主题:从宝洁夺冠透视11年来央视“标王”现象。
On November 18, CCTV bidding for the golden section of advertising was successfully completed in 2005, with the total amount of bid invitations reaching 5.248 billion yuan, up 27.47% on a year-on-year basis. The biggest highlight of this tender is a well-known international brand, a brand godfather called Procter & Gamble, has become the bidding at the highest bidder of the enterprise, which is what the outside world said “superscript king.” Some media think that one of the world’s major advertisers, Procter & Gamble, with 385 million as the “standard king”, is the conclusion of the “standard king” phenomenon that everyone has been talking about for 11 years. So how do we view the phenomenon and evaluation around the birth of “Standard King” in these years? How to interpret the market and social connotation of “Standard King”? These are the hot topics that have drawn the most attention from all walks of life recently. P & G won the perspective 11 years of CCTV “standard king” phenomenon.