中央电视台不是万能的但没有中央电视台是万万不能的有一年我在中央电视台参加投标,一位记者问我:中央电视台广告招标的价格越来越高,你认为投标划算吗?我说,从小霸王到步步高,我很早就在中央电视台投放广告了,从招标一开始我就参加,除了1995年有特殊情况缺席外,招标我年年来,如果认为不划算,我就不来了。这么多年来,我对央视的投放积累了很多自己的体会,在这里我愿意拿出来与大家分享。对于广告自有专家评说,我的理解更多地来自于市场操作的实践。如果一个全国性的品牌,要想做整个中国大陆的市场,不投中央电视台,这个目标肯定是很难实现的。如果划分到单位成本,你会发现中央电视台是一个最便宜的媒体。虽然它的绝对价格比较贵,但是它的覆盖面和收视率是最大的,在全国范围的市场达到同样的效果,中央台应该是最好的。我们自己也曾经大致地计算过,如果进行全国性的投放,在到达率一定的情况下要达到一样预期的效果,在中央台投放与在全国其他所有省市电视台投放相比较,在中央台投放的费用只是在其他地方台投放费用的二分之一到三分之一。一 CCTV is not a panacea but not CCTV is absolutely impossible One year I participated in bidding on CCTV, a reporter asked me: CCTV advertising bidding is getting higher and higher, do you think the bid is cost-effective? I said that since childhood Overlord to backgammon, I very early advertising on CCTV, from the beginning of the tender I participated in, except in 1995 there are special circumstances absent, the tender I am years, if it is not worthwhile, I will not come. Over the years, I have accumulated a lot of my own experience on CCTV, where I would like to share it with you. Commented for the ad own expert, my understanding is more from the practice of market operation. If a national brand, to do the entire Chinese market, do not vote CCTV, this goal is certainly difficult to achieve. If divided into unit costs, you will find CCTV is one of the cheapest media. Although its absolute price is more expensive, its coverage and viewing rate are the largest. To achieve the same effect in the nationwide market, CCTV should be the best. We ourselves have also roughly calculated that if a nationwide launch is to achieve the same expected effect with a certain arrival rate, it will be put on CCTV and put on CCTV, compared with the TV stations in all other provinces and cities in the country. The cost is only one-half to one-third of the cost of other local stations. one