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对于广告,自有专家评说,步步高集团的理解更多地来自于市场操作的实践。如果要做全国消费品市场的话,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,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,所以它值。要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,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1/2到1/3。一些国际大品牌,如宝洁等,除了在中央电视台投放部分广告外,全国各地电视台也都投放广告。但是,作为中国本土企业,在媒介投放预算不是很充足的情况下,要在初期迅速建立市场,树立品牌和持续维护品牌,性价比最理想的应首推中央台。
For advertising, its own experts commented that the understanding of BBK Group more from the practice of market operations. If you want to do the national consumer market, then 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 ratings are the largest, so it’s worth. To achieve the same effect in the national 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, the cost of placing it on CCTV will be only in comparison with that of all the other provinces and cities across the country Other local stations put the cost of 1/2 to 1/3. Some international brands, such as Procter & Gamble, etc., in addition to put some ads on CCTV, television stations all over the country are also running ads. However, as a Chinese local enterprise, when the budget of the media is not sufficient, it is necessary to quickly establish a market, establish a brand name and maintain a brand name at an early stage.