论文部分内容阅读
1广药加多宝砸广告争霸品牌对抗媒体渔翁得利11月2日,加多宝以两亿巨款再度独家冠名《中国好声音》,比上一季6000万的冠名费高出了两倍多。11月8日,“冤家对头”王老吉不甘示弱冠名央视三套《开门大吉》栏目,同时还冠名湖南卫视年底三台重磅压轴大戏:明星跨年演唱会、元宵喜乐会、春节联欢晚会。据传广药王老吉此次冠名费用高达5亿元。加多宝王老吉的恩怨由来已久,尤其是今年广药胜诉之后,加多宝为了实现从“王老吉”向“加多宝”的转变,就投入了高达4亿元
1 Guangdude plus advertising hit the hegemony of the brand hegemony anti-media media profit On November 2, JDB plus 200 million huge exclusive once again title “China good voice”, higher than the previous quarter, the title fee of 60 million More than twice. November 8, “Wang Yuanjue to be outdone title CCTV three sets of” open the door “column, but also the title of Hunan Satellite TV at the end of three heavy finale drama: Star New Year’s Eve concert, Lantern Festival, Spring Festival Gala. It is said that Wang Lao Ji, a widely-used drug, costs as much as 500 million yuan. Gadao Wang Laoji’s long-standing grudges, especially after the Guangzhou Pharmaceutical wins this year, Gadbo in order to achieve from the ”Wong Lo Kat“ to ”plus more treasure" change, it invested up to 400 million yuan