What is the broadcast cost of the programs produced by Guangdong TV Station? Or frequency occupation fee?

This is an era of excessive communication. Every enterprise wants to make its own voice and establish its own brand in the fierce competition. As the most effective method, advertising is used and respected by many enterprises. But there is also a famous saying: "50% of my advertising expenses are wasted, but I don't know which 50% is wasted." How to get the best communication effect with the least money and minimize the waste of advertising fees has become a common concern of enterprises and the media. But how to reduce it? There is only one answer, that is, to constantly seek the most suitable advertising form for enterprises and the most scientific advertising strategy.

With the development of the media industry, special advertisements based on media resources, as a differentiated form of communication, play a very important role in improving the effect of corporate brand communication and avoiding the waste of communication costs, and have also entered the field of vision of corporate media selection more and more in recent years. The so-called special form advertising is only a relative concept, which is relative to conventional advertising. Conventional TV advertisements, also known as hard advertisements, mainly include column advertisements, radio advertisements and theme advertisements. Accordingly, special advertisements are also called soft advertisements, which mainly include columns, theater titles, special invitations, friendly tips, product placement, plots and public service advertisements. Because of the breakthrough of single-point thinking, special advertisements have a series of advantages that conventional advertisements do not have, and their actual communication value is much higher than that of conventional advertisements.

They have different functions and characteristics from traditional advertisements:

1. Advertising resources are unique.

The biggest feature of special forms of advertising lies in the exclusivity of its advertising resources, and the exclusivity of resources means exclusivity. Because if you get the first chance, your competitors will have no chance. Unlike ordinary advertising forms, you can do whatever I spend money on, even more and better than you. For example, when CCTV broadcasted the World Cup in June 2006, Midea bought out the background board advertisement in the studio. Another example: Guangdong TV Station and China Southern Airlines held TV programs to recruit flight attendants for Dahui, and Shu Lei was awarded the exclusive title. This not only enabled it to achieve a high advertising arrival rate and achieved the expected advertising communication effect, but also effectively curbed the voices of other competitors, killing two birds with one stone. In practice, exclusive title, exclusive partner, designated sponsor and so on are all examples of the uniqueness of exclusive advertising resources. (The title fee is about 6 million yuan)

Two: the affinity of advertising is stronger.

In the process of communication, advertising should not only be satisfied with informing information, but also realize the effective transmission of information and receive the expected advertising effect. If the advertisement not only fails to achieve the expected effect, but causes strong resentment from the audience, then such an advertisement is not worth doing. Therefore, advertising should not only make consumers see it, but also make consumers have preferences and even accept it. There are too many advertisements now, and the originality, interest, plot and picture quality of advertisements are far from the requirements of the program, so that the audience will resent or contradict the advertisements when watching the program because of the constant interference of advertisements, which will further affect the goodwill of enterprises and brands. Special forms of advertising brand appeal are indirect and the intention is not obvious, which can completely avoid these bad situations, thus effectively enhancing the affinity of advertising and achieving the ultimate goal of brand communication. For example, Guangdong TV's media planning, we once operated an enterprise cold medicine advertisement. Specifically, before the start of the "Weather Advertisement" column of Guangdong TV Channel, which we bought out exclusively, we broadcast advertisements for corporate cold medicines, such as "* * Cold medicine to remind you: Please pay attention to the weather changes and beware of catching a cold. And make image display advertisements in the city landscape window. Pay attention to people's lives from a sincere point of view, and let your consumers feel that you care about him all the time and experience every day with him. In this case, how can the audience not have a good impression and preference for your company and your brand?

Third, the intention of advertising is weaker.

Generally speaking, there is a big gap between the arrival of advertisements and the arrival of programs. And because some media insert advertisements for too long, which is beyond the audience's tolerance, many people will press the remote control when they see advertisements. This gap can be clearly seen from the data obtained from the audience survey, and the advertising ratings are only half of the program ratings. In the process of watching the program, it has become a common practice for the audience to change channels frequently as soon as the advertisement is interrupted. Different from conventional advertisements, special advertisements are easily accepted by the audience, and advertisements are attached to programs. Consumers have consciously or unconsciously accepted the information of advertisements, thus ensuring that the arrival rate of programs is equal to that of advertisements and ensuring the communication effect of advertisements. For example, the advertisement of Xi An Jensen Perezon, which we made, was exclusively titled in the second episode of Guangdong Satellite TV Channel "Golden Theater" (now broadcast at 20: 20 every day), and the advertisement of Xi An Jensen Perezon, a wonderful 45-minute drama, hung in the lower right corner of the TV screen for 45 minutes. As long as the audience likes this TV series, as long as the audience turns on this channel within 45 minutes, they can receive the advertisement of Xi 'an Zhan Sen Peresen, so as to ensure that the arrival rate of the program is equal to that of the advertisement, and ensure the communication effect of the advertisement. In this way, the audience will unconsciously accept the advertising information when watching the program. (The title fee for each episode of Golden Theater is 3.99 million yuan/year)

Four: the reach of advertising is wide.

Due to the different positioning and styles of programs, the fixed audience of each program is also very different. Some people like watching news, others like watching TV series. However, there may be your target consumers or buying influence groups in the audience of each kind of program. If you only choose a fixed market segment, it is easy to miss many target consumers, resulting in a gap in information dissemination. It's like talking to one or several people. Anyway, there will always be a few people listening and there is no way to break through. But if you can run to the street and get a megaphone, then the number of listeners is not just a matter of a few people. Choosing some special forms of advertisements can sometimes effectively avoid the blank of information dissemination. For example, the "One Time" column of Guangdong TV satellite channel was named "Danxia Mountain Scenic Area". This column is broadcast once a week, with a low frequency. Considering the relatively low advertising cost of enterprises, we decided to name this column "Danxia Mountain" one by one. There are many promotional videos in this column, which are repeated more than 5 times a day in prime time and non-prime time. The effective combination of advertisements and promotional videos of "Danxia Mountain" has increased the frequency of advertisements, covered all levels of target consumers, and greatly increased the reach of advertisements. It also saves the advertising expenses of advertisers. (Only 990,000 in the first year of the film) The advertisement has been broadcast for 9 months now, and the advertiser is very satisfied with the advertising effect. (It's on every day now)

Fifth, the brand association of advertisements is higher.

"Close to Zhu Zhechi, close to Mexico is black", and the same problem also exists in media communication. If an advertisement is combined with a good program, it can enhance corporate reputation through column popularity and corporate reputation through column reputation, thus rapidly enhancing its own brand and image with the help of column brands. For example, the "Fang La" brand we represent. The brand column of China Southern Television's "Today's First Line" is named "Fang La" (broadcast on TVS- 1.2 1: 00 every day), which will make the audience have a long-term association with the brand and graft the imagination of this column on the "Fang La" brand. Even if this program is named by others in the future, the relationship between Fang La's brand and this program will last for a long time. There are many examples of going out to sea by boat, such as Super Girl, Mengniu of Hunan Satellite TV Channel. (The title fee of "Today's First Line" is about 4 million)

Six: the brand awareness of advertising is higher.

Consumers usually go through three stages from contact to actual purchase of advertising information, namely, cognitive stage, emotional stage and purchase stage, and each stage has different communication emphasis. If consumers want to transition from the cognitive stage to the emotional stage and enter the final purchase stage, they must be constantly stimulated to make them want to buy, so as to realize the final purchase. Advertising often acts as a concrete carrier in this process, accumulating consumers' awareness of the brand in a way that consumers can easily accept. Special forms of advertising through special forms of expression, so that consumers can more easily accept the information conveyed by advertising, in the shortest time and the lowest investment to establish a higher brand awareness, and ultimately achieve the purpose of communication. For example, the product of "Zhuge Brewing" is embedded in the plot of the famous TV short play "Foreign Daughter-in-law Local Lang" of Guangdong TV Station, which is the most popular among the audience. The advertising cost is very small (the product is embedded in the plot, and the 50 episodes only receive 654.38+0.8 million, and the broadcast period reaches half a year), but it subtly improves the reputation and loyalty of the brand and forms the purchase behavior of potential audiences.

Seven: the active viewing of advertisements is stronger.

The audience watching the program is an active behavior, which is relatively focused, while advertisements are often casual and absent-minded, which is a passive behavior, influenced by many factors. If the vulgarity of advertising production can't bring beautiful enjoyment to the audience at this time, it will basically be punished, and the effect of advertising can be imagined. If advertising is innovative and appears in the form of programs, it will greatly enhance the audience's active desire to watch and enhance the effect of advertising. For example, city advertisements such as weather forecast make use of consumers' desire to watch actively and pay more attention to weather information to enhance the audience's desire to watch actively. Advertising form is an inseparable part of the program. (The advertising cost of Guangdong TV channel Weather City is only 33,000, which is ridiculously low, but it is broadcast 120 times a month, twice during the day and twice at night. I wonder if there is anything wrong with the accounting of advertising fees by TV stations?

Eight: Less interference from advertisements.

A very important factor affecting the advertising effect is the advertising communication environment. If the advertising communication environment is noisy and the advertising interference is large, the effective cognition of consumers cannot be established, and the advertising effect can be imagined. It's like in a market, everyone is hawking and trying to attract consumers' attention, but the result is that everyone interferes with each other and no one can convey the voice to consumers. If we change the scene, in a very quiet class, only the teacher will explain on the stage, then even if the voice is very small, the students below can hear clearly and accept the teacher's point of view easily. Special forms of advertising avoid the peak of communication through differentiated advertising forms, gain special discourse power by using their own particularity, and make information arrive and be accepted accurately. For example, the satellite channel of Guangdong TV Station launched a special form of advertisement at night 19: 00. When the three major channels of China Southern Television broadcast, advertising aims to strive for the differentiated spread of advertising, distinguish it from other effective advertisements, and achieve unique effects. (Guangdong Satellite TV 19: 00 lacks valuable advertising resources, with only1360,000 in the whole year and only 3,000 yuan per day; The three popular channels of China Southern Television broadcast advertisements for 20 seconds, with 32 times a day, 1 1680 times a year, and only charge a title fee of 5.98 million/year. On average, each 20-second advertisement costs only 19 yuan, and the cost per thousand people is only 0.0 195 yuan. The average price of a 15-second publication on the film and television channel of China Southern Television is 6,000 yuan in a period of time, even if it is discounted, it will not be lower than 19 yuan.

Nine: it can better demonstrate the strength of the enterprise.

Consumers in China believe that advertising is a sign of enterprise strength. Consumers will not consider how much you actually rank in the industry. He will only determine a position for you in his own mind according to his own cognition, and decide his purchasing tendency based on this. If an enterprise's advertisement suddenly disappears, then consumers will think that the enterprise will definitely close down, so the products of this enterprise will definitely not be bought.

Advertising investment has become a standard for consumers to measure the strength of an enterprise and a brand. Therefore, it is very important to properly display their own strength, especially well-known brands, which play a very important role in stimulating consumers' confidence. Taking some special advertising forms and sponsoring famous brand columns for a long time can achieve this goal and ensure that enterprises are in a leading position in the market.

Of course, the special form of advertising is only an innovation in the mode of communication, and we must pay attention to skills and strategies when using it. According to the actual situation of the enterprise, we should study the characteristics of our products, carefully design our brand image, and then combine various media resources to find the best combination point between them, so as to realize the unity of target consumers and audience groups, realize the interaction between advertisements, programs and consumers, and better realize the goals of the enterprise.