疑惑之四:历来,体育赛事与文艺晚会等黄金时段广告都是广告主竞价争抢的稀缺资源,例如世界杯,例如奥运会。随着广告的发展,投放奥运广告早已不是当初简单的广告轰炸,广告业美其名曰“奥运营销”。如何利用一场全球关注的盛会,提升品牌的传播度与美誉度?哪一种媒体充当了广告引爆点的重要角色?唯有厘清这些疑惑,方能在奥运营销中出奇制胜。 Historically, prime time advertisements such as sporting events and literary shows are scarce resources for advertisers to compete for price, such as the World Cup, such as the Olympic Games. With the development of advertisements, the advertisement of Olympic Games has long been not a simple advertisement bombing, and the advertising industry has its name “Olympic Marketing”. How to use a global event to enhance brand communication and reputation? Which kind of media plays an important role as an advertising tipping point? Only by clarifying these doubts can we surprisingly win the Olympic marketing.