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一切都是为了提高投放效率，在无绳电店里头，最早我们用的其实就不是名人，但“很不幸”的是他后来成为名人了。这个也是比较有意思的。我觉得有很多广告，可能大家对我们初始的创意不是很明白。我不知道在座有多少见过我们无绳电话最早从 ''股市又升了”，后来播的“小丽啊......”还有一个广告后来被中央台给枪毙了，就是 “情书是我写的，玫瑰是我送的，照片是我拿的？”我们整个创意是想让消费者体会到如果没有无绳电话，你就有很多不方便的地方。你不方便的时候就觉得很尴尬。所以就想了这样的一个场景，正好他上洗手间的时候电话响了，又没办法接，搞得很尴尬。",[822,875,876],{},"所以选一个人或者演员要从里到外看起来都是有些尴尬的人，结果后来很意外地我发现，很多人都选他，就是我们用的那个演员，我就没搞明白他们的尴尬在哪里。我们是觉得你要是不用我们的无绳电话你可能会尴尬。我们最早的广告就叫“尴怆 篇”，所以这个也是。",[822,878,879],{},"如果要做全国消费品市场的话，我们的体会是中央台是最好的媒体之一。",[822,881,882],{},"为什么这样讲呢？可能大家也知道，我觉得全国最大的广告主，我没有准确的统计，可能是宝洁。我看到宝洁的广告的确是无孔不入，从地方台到中央台，它都有投放。它这样投放效果当然是很好，但是它的花费相对来讲会比较多。但是像我们这样的企业，尤其是在初期的情况下，我们不可能花得起这么多钱。",[822,884,885],{},"所以很多人说中央台的广告那么贵，为什么你反而只投中央台。我说对，我个人的理解因为它贵，所以它值。就是说可以集中整个力量放到中央台。这个时间很短，可能是一年，最多是两年，只要你能维持，你的产品的知名度基本上就可以在全国范围内建立起来。当然你的产品知名度建立起来了，而产品不行的话，那会死得更快的。",[822,887,888,889,891,892,896],{},"当年我在中央台参加投标的时候，有一个企业在中央台投了几个亿。那时候 我就跟我的一个同事说，他投得很精明，在当时那种情况下，他可以迅速地把它的",[829,890,141],{"href":831},"知名度建立起来。我本人不喝酒，我就问我那个同事：这个XX酒好不好喝？他说这酒可难喝了。这话我就说到这里为止，因为我也不知道好不好喝。如果要是这酒难喝的活，那它就危险了！如果你的产品不行，",[893,894,895],"em",{},"大","家不喜欢喝的话，你的知名度越高，可能对企业的伤害就会越大。不过后来的确看到，也就是那一年下来，那个企业看到了不愿看到的后果。",[822,898,899],{},"作为我们来讲，一般来说是选择中央台比较黄金的时段来投放的。因为大家知道中央台本身有很多个台，时段又比较多，到底哪些收视率比较高，哪些能够针对你的消费群，这个就比较有讲究。而且中国，尤其是前些年，一个比较大的问题就是很难拿到准确的收视数据，不管是中立的调查公司提供的数据也好，还是央视索福瑞提供的数据也好，都很谁让我们 觉得很信服。那个时候我们还必须自己去做相关的调研，是比较悬的。我觉得现在比那个时候要好多。数据比那个时候要准确。那个时候的数据你一看就觉得有很大的问题。所以那个时候投广吿，我们调研的结果就是一定要到中央台最黄金时段去投。",[822,901,902,903,905],{},"我还有一个比较深刻的体会，是在经营过程中体会出来的。广告并不完全是做给消费者看的。让消费者看到当然很重要，但还有一部分是做给客户看，做给你的零售商、经销商看，甚至还要做给你的员工看。尤其是做一个新的产品，一个新的",[829,904,141],{"href":831},"的时候，你想要推广出去，市场上必须有人卖。你的经销商全国各地都有，他们如果看不到你的广告，就不敢出你的货，不敢出你的货就不会推你的产品。而作为员工，如果看不到自己公司的广告，就会渐渐地对企业失去信心。所以，在这一点上我们一直都比较重视。",[822,907,908],{},"给员工看其实也是有很大的作用。但是给员工看就不需要特别的时段。当然在一些特殊的时候发挥的作用就比较大。比如说在中央电视台春节联欢晚会，我觉得印象比较深的是，春节晚会除了给消费者看，给客户看，其实给员工看的鼓励作用也是非常大的。因为像我们这种公司的员工遍布全国各地，尤其是在逢年过节的时候，很多人还回不了家，大家一看春节晚会，一看到我们的广告，家里人都挺高兴的，说我们小孩在这个公司上班，这公司的确不错。有时候我想就是花这点钱去做团队，效果可以说也是非常好。",[822,910,911,912,914],{},"我们公司是1997年开始在中央电视台投放的。这里面有些小故事可以讲，就是说我本人原来是在",[858,913,860],{},"工作，在1995年年底离了。离开的时候我对原来的老板有个承诺，说一年之内我不会在国内竞争同类产品的市场。这种承诺完全是口头的，因为国内也没有这种行规。但我自己觉得总得空一个时间，我跟我的老板征求过意见，问他觉得一年够不够。他说一年足够了，我说那就一年吧。",[822,916,917,918,920],{},"所以为什么我们从1995年年底建立这家公司，到1997年才幵始做国内市场呢？是有这么一个故事。1997年投的中央电视台的标，是1996年年底的1996年11月8号，第一次投的，我记得当时投的是一个5秒标版。全年广告是8123万4567元8毛9分钱，叫81.234567.89。我们当时投这个是为重新建立一个新的",[829,919,141],{"href":831},"，我们整个团队对经营企业还是有很多体会和经验的。",[822,922,923,924,926],{},"过去做",[858,925,860],{},"的时候，也做的比较成功。面对你的供应南，你的客户，自己的员工，你如何发出一个很强烈的信号，告诉大家“我们又重新开始了”，我当时感觉比较困难，你怎么说大家都觉得好像还没有开始，后来我就想出来投标。一开始对员工的激励作用非常大，是一个非常强烈的信号，每一个神经末梢都能感觉得到。我们的客户、我们的基础员工，甚至包括我们的基层客户，大家都知道我们这个公司要启动了！",[822,928,929],{},"当时我们的实力其实是非常弱的，我们拿出了公司非常大一部分资金投在中央台。当然这个只是辅助作用，作为我们的策略来讲，我们第一年的目标非常简单，就是提高消费者对我们的认知度，包括基层客户对我们的认知和认同度。在这个时候我们想出来的就是中央电视台的五秒标版，五秒标版在1997年的时候收视率是非常不错的，当然现在也不低，但是我们现在用的比较少了，原因就是五秒标版这种广吿拿来做知名度是不错的，但要传达更多的信息就不行了。",[822,931,932,933,935],{},"我们当时选的是第一条，就是气象预报一结束，第一条出来的就是我们的产品。我记得我们产品打的就是学习机的产品，叫做八百元买电脑，免费学电脑，",[858,934,872],{},"学生电脑，就是相当于电脑学习机这样一个东西。投了一段时间再改成电话，后来改成VCD。我觉得五秒这种形式，对于短期之内建立知名度是有效果的，但是它的缺点是由于时间太短，对产品认知度的建立还是困难的。你的产品到底怎么样，你的产品给大家带来的感觉形象，产品的功能，产品的品质，你的这种整体的感觉到底是怎么回事，通过五秒就很难表达出来。",[822,937,938],{},"所以我们从1999年开始，就转入了15秒以上的广告了。在那以后我们用5秒广告就非常少，但是偶尔还会用，包括一些提示性的广告。15秒的比较贵，往往15秒的比5秒的收视率还低，现在复读机在旺季前我们还是会用到中央台的5秒，这是我们的一种对于5秒和15秒广告的理解。",[822,940,941],{},"在中央台的投放我们有过几个有意思的事情。抓住一些机会，我们这些年其实有不少。这个图表里有。一开始5秒标版抢的是它比较好的一个段位。到第二年正好有一个大江截流，为什么我们做这个呢？因为大江截流那个广告正好是在白天和星期天。所以中央台报的价格是按星期天报的。星期天白天价格很低，但是大江截流，中央台也好，其他媒体也好，做了非常多的宣传。",[822,943,944],{},"所以我们马上发现其实这个时段的收视率一定会非常高。但是它的价格还是按平常时段收的。整个大江截流期间，我记得平时是两分钟的广告，我们就跑过去说，我们把这两分钟的广告全部买断了，买断的话好像当时是70多万。再扣掉广告代理费，大概只有50多万，可能是10倍以上的价值。",[822,946,947],{},"我们当时很需要提高企业及产品知名度，广告对我们在短时间内的帮助还是很大的。很有意思的是，中央电视台可能也很快认识到了这一点，所以它后来又加了一分钟，加了一条别人的广告。所以整个大江截流期间，很多人看过以后都问我，这个大江截流是不是你们赞助的？我说那个有点玩笑，大江截流我们绝对赞助不起，那不是我们能能干得了的事。但是从这个转播现场的情況来看，包括收视率的统计，总体来说还是非常不错的。",[822,949,950,951,953],{},"当然这一点我们很早就意识到了。当时我还在",[858,952,860],{},"的时候，中央电视台播《三国演义》时我们就开始指定广告播出位置，那时很多人还不理解，没人和我抢。后来有人和我抢，那我就加价，加个百分之五，或者百分之十。现在A特段最贵的指定位置可能要加到百分之五十，但还是有人愿意指定。我觉得对央视投放策略理解越深、做广告时间越长的人，抢这个段位指定广告位置抢得就越厉害。",[822,955,956],{},"我们碰得最多得是经常跟哇哈哈打起来，这样下去中央台得益了，我们两家吃亏了。我跟哇哈哈说我们能不能有点协议啊？反正中央台也没办法限制我们有协议对吧。当然企业中间要达成很好的协议也不太容易，我跟哇哈哈还算是不错了，彼此都有一定的信任度，所以我们前年投标得时候就碰到过，我想，费半天劲整个就是给郭振华打工了！我想还是算了吧。",[822,958,959],{},"郭是中央电视台广告部主任，我就开始放了，第一个单元放了，第二个单元放了，总觉得这么放我也拿不到，哇哈哈老总也不知道，这个也很麻烦，正好我出去想抽根烟。哇哈哈老总也出去抽烟，我就走过去跟他说，哎，我争不过你啊！他就嘿嘿一笑，觉得自己很得意，我就跟他说你也不能都要啊。我一争你也吃亏，我不争我吃亏，他说那你说怎么着？我说你最后一个段位要不要？他说那好，整个段位我就让给你，不跟你争了。记得那年我们的出价是1403万，最后的成交价就是1403万，但是第二名得好像都是1420多，当然郭振华听到了可能会不高兴了。",[822,961,962,963,965],{},"当然，我主要讲的就是我们一些投放的经历。对于广告，自有专家评说，",[858,964,872],{},"公司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，会发现中央电视台其实是一个最便宜的媒体。",[822,967,968,969,971],{},"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\u002F2到1\u002F3。一些国际大",[829,970,141],{"href":831},"，如宝洁等，除了在中央电视台投放部分广告外，在全国各地电视台也都投放广告。",[822,973,974,975,977,978,980],{},"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，要想初期迅速建立市场，树立",[829,976,141],{"href":831},"和持续维护",[829,979,141],{"href":831},"，性价比最理想的应首推中央电视台。",[822,982,983,984,987,988,987,991,994],{},"借用作家王朔的一句话:\"有钱不是万能的，但没钱万万不能。”可以说，",[858,985,986],{},"做消费产品市场","，",[858,989,990],{},"广告绝对不是万能的",[858,992,993],{},"但没有广告是万万不能的","。而要做全国性消费品市场，中央电视台不是万能的，但没有中央电视台是万万不能的。我相信大家也会有这样的体会。如果仅仅投放地方台，而不投放中央台，很多年都很难建立一个整体的、有实力的形象，消费者对产品的认同感相对就会落后，广告成本加上时间成本，实际上是很不划算的。",[822,996,997],{},"在中央电视台的广告投放会首先为产品界定一个竞争层面，也就是说投放央视，在产品的档次上我们就首先有了一个比较高的位置。即使是同样的收视率，如果在一个什么广告都接受的电视台做和在中央电视台做，作为一个消费者的感受是完全不一样的。广告对消费者的冲击力度也好，产生的影响也好，中央电视台的价值都是巨大的。",[822,999,1000,1001,987,1004,987,1007,1010],{},"中央台的频道有很多，栏目也很多，选择在哪个频道、时段投放是个很重要的问题。我们企业每年都投广告，一般都选择黄金时段，",[858,1002,1003],{},"黄金时段的价格肯定最贵",[858,1005,1006],{},"但往往价格最贵的实际上是最便宜的",[858,1008,1009],{},"最便宜的广告也许是最贵的","。收视率牵涉到千人成本，往往价位最高的广告时段，按千人成本计算下来是最便宜的。根据看到的数据比较，仔细地计算分析，大多数情况都是这样。",[822,1012,1013],{},"此外，产品在广告段位的指定位置也是很重要的。同样的时段，第一条或者是倒数第一条，其价值都比中间的广告大。一个最简单的例子，中央台A特段播约三分钟的广告，在三分钟的广告里，假设你一直认真在看，越前面的越容易记住。倒数第一条也很容易记住，因为广告一结束，《焦点访谈》就开始了，这是记忆的联想的效果。",[822,1015,1016],{},"另外值得说明的是，将费用投在一个时段，消费群体较固定，常常需要在其它的非黄金时段补一些时间，在这方面中央台做得比较好，在中央台投标黄金段后，还有一个补差的优惠，补差在非黄金段位。你要单独买的话还是很贵，但在补差时就很便宜了。这样无论是在消费者，在经销商，还是在员工看来，你除了投标黄金时段外，还在中央台其他段位投放了大量的广告，收视到达率提高许多，消费者对产品的信任度和对企业的信赖度也大大提髙。",[822,1018,1019],{},"本土企业借助于中央台取得的成功，近年来让一些跨国公司也逐渐重视中央电视台了。而本土广告公司在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