Zhou Wei said that what you said also makes some sense.
Ouyang Tong suddenly gained confidence and said, 'It doesn't make sense, it makes a lot of sense.'. I am a television professional, and I also detest the abundance of junk advertisements on television. The problem is that the cost of advertising is very high, and if manufacturers produce it carefully, the cost will be even higher. To take a step back, junk advertising is not only reflected in the shoddy production of advertising companies, but also in some film and television stars who only focus on making money, are completely irresponsible, and act however disgusting they are. Some film and television stars, when they act in movies, TV shows, and skits, we enjoy them and feel familiar watching them. But once they put on an advertisement, their entire image becomes distorted and disgusting. Why? The reason is simple, because they are celebrities, a group of people with the lowest quality. If we want to improve the quality of advertising, we should let another group of people enter the advertising screen, who are not celebrities, but national celebrities. They represent not only their own image, but also the image of the Chinese nation and the image of the Chinese people.
Lin Luogang didn't come to his senses for a moment and said, 'National Star?'? This is a new term, who is the national star?
Ouyang Tong said that Lin Fei is. They bring glory to the country, they are the national stars, and they are the great heroes of our country. If they appear in advertisements, it means bringing a positive and healthy image into the advertisement, which can promote the healthy development of the entire Chinese advertising industry. For Guoxing, it is another major contribution to China's economic and cultural development, in addition to its contribution to the sports industry. How can we change the situation where garbage advertisements are everywhere now? Relying on national policies? A dead command can indeed be applied across the board. The problem is that if we cut off advertisements and economic vitality factors, the country definitely cannot give up eating just because of choking. There is only one way to change this situation, which is to enhance the cultural taste of advertising, let high-quality advertisements influence and touch those junk advertisements, and ultimately drive them out of the market.
Lin Luogang said, what you said makes some sense.
Zhou Wei said, so should Lin Fei advertise?
Ouyang Tong said, of course it should be done. We can make a hypothesis. If Lin Fei doesn't advertise, will other film, television, sports stars do it? Do the same. In this way, two major problems arise. Firstly, the public may wonder, why hasn't anyone approached Lin Fei for advertising? He is the number one athlete in China and the fastest runner in Asian history. Why don't advertisers and product manufacturers trust him? Is there any problem with his character that may have a negative impact on the image of the product? Secondly, the advertising price for top tier film and television stars is about three million yuan, while it is higher for top tier stars in Hong Kong and Taiwan. The advertising prices of top sports stars such as Olympic stars are much lower than those of film and television stars, with the highest being only about one million yuan. What is the advertising price for Lin Fei, an Asian sprinter? Is it because his price is not affordable that he refuses to accept advertisements? If this situation really occurs, would it have a negative impact on Lin Fei's personal reputation?
Lin Luogang and Zhou Wei were both stunned, and they didn't speak for a while. Look at me, look at you, obviously don't know how to answer the conversation.
Ouyang Tong continued by saying that celebrities make money or have an impact through advertising, which is just one aspect of the situation. There is a more important aspect, which is the evaluation of reputation. Lin Fei won the Olympic championship, and it is the heaviest championship in history. Whether you are willing or not, I can be sure that many advertisers hope to sign with Lin Fei, and it won't be long before Lin Fei starts advertising. The question now is, since Lin Fei must do advertising, what should you consider as Lin Fei's parents? It's not a matter of whether or not to do it, nor is it a matter of what kind of advertisement to do, but two issues: first, the quality of the advertisement, and second, the price of the advertisement. The high quality of advertising has a positive impact on Lin Fei's social reputation, while the opposite will definitely have a negative impact. The price of advertising is not just a matter of money, but more importantly, the positioning of Lin Fei's social influence. If we follow the current positioning of advertisers, the advertising price for top tier sports stars is only about one million yuan, which is only one-third of that of top tier film and television stars. This is not a matter of money, but an insult to national stars like Lin Fei. It should be said that it is not only Lin Fei and those related to him who are polluted, but all countrymen who support and love him.
Lin Luogang and Zhou Wei admitted that they had thought the problem was simple before, and they did not expect that whether to do advertising or not would be such a big deal.
Ouyang Tong once again felt the rise of the Star of Hope and took the opportunity to invite them to sit down. They also sat down without any objection. Ouyang Tong told them that it seems that your understanding of the advertising industry is still very limited. I work in television and have some research in this area. I can give you a brief introduction. At present, the advertisements we see mainly fall into two categories: product advertisements and image advertisements. What is product advertising? The goal of advertising is to promote a certain product, such as the well-known Brain Platinum advertisement, a certain brand of laundry detergent advertisement, cosmetics advertisement, shampoo advertisement, and so on. This type of advertisement focuses on promoting the utility value of the product. Another type is image advertising, which focuses on promoting the product image of a certain enterprise or brand series. For example, McDonald's advertisements and Nestle coffee advertisements. There are some classic examples of McDonald's advertisements, such as a child sleeping in a cradle. When the cradle shakes up and sees the big M of McDonald's, they immediately laugh. However, when the cradle shakes down and cannot see the big M, the child immediately cries. There is also a classic advertisement, where a group of ducks carry McDonald's food boxes and cross the road. All pedestrians and vehicles give way. The advertising slogans of Nestl é and Remy Martin XO are very classic. The former is DiDi Xiangxiang, while the latter is a natural result of Remy Martin's success. In addition, there is another type of advertising that combines image promotion and product promotion. This type of advertising mainly targets companies with a single brand, such as Coca Cola or Pepsi.
Zhou Wei asked, if Lin Fei wants to do advertising, do you think it's product advertising or image advertising?
Ouyang Tong said that this is not the key issue. Lin Luogang asked, what is the key? Ouyang Tong said that the key lies in reputation positioning. This reputation positioning may have two aspects, one is government positioning, and the other is social positioning. Sometimes, government positioning and social positioning are consistent, but more often, government positioning and social positioning are at odds. For example, certain exemplary figures promoted by the government, or various celebrities selected as members of the National People's Congress and the Chinese People's Political Consultative Conference, all belong to the government's positioning. Decades ago, this government positioning and social positioning were consistent, but now, the two positioning are basically at odds, and the public simply does not buy it. The government's positioning is easy to manage, as you can see from the honors awarded to someone by the government. What about social positioning? It's impossible to hold a national referendum, the only way is through this person's social price. And the most direct manifestation of this price is the advertising price.
Lin Luogang and Zhou Wei were completely convinced by Ouyang Tong. They no longer oppose Lin Fei's advertising, but they don't have a concept of Lin Fei's social price yet. Ouyang Tong said that this is the key point he wants to talk about, the advertising price of top tier sports stars is only one-third of that of top tier film and television stars. This positioning itself indicates an extremely important value orientation: quality is not as good as garbage. Since the whole society has already positioned itself in this way, can we expect the advertising industry to abandon garbage and pursue excellence? When people invest so much money, they naturally pursue equal returns. No businessman is willing to do anything without returns. So, the question arises, is Lin Fei going to take on those one million dollar advertisements? Even if it appreciates in value in the future, it will be difficult to reach the price of film and television stars. So, when choosing the first advertisement, it is necessary to position Lin Fei's value.
Ouyang Tong said that in his personal opinion, Lin Fei's first advertisement must be priced at around six million yuan, which is twice as much as that of top tier film and television stars. At the beginning, the distance should be widened to a level that film and television stars cannot even imagine. This is the appropriate approach. The problem is that the cost of shooting an advertisement, production, and other expenses is very high, requiring several million, and even higher is the broadcasting cost, requiring tens of millions or even more. The total cost of general advertising, production, and broadcasting may exceed 30 million. This is just a matter of choosing one or two TV stations to broadcast. If we choose to broadcast nationwide, it may cost several hundred million. How many domestic enterprises can provide this number? Even if some companies can get it, they still need to evaluate whether it's worth it? Lin Fei's first advertisement is equivalent to setting a price for himself, so it is necessary to choose a strong enterprise to obtain a high price. Once the price is determined, it will rise in the future and it will be difficult to lower it again. Jiangnan Tobacco is a powerful enterprise, with no more than 100 large enterprises in China. Excluding those enterprises that operate resource products such as steel and non-ferrous metals that do not require advertising, there are not many options available. So, taking on the Jiangnan Tobacco advertisement is a good opportunity for Lin Fei to position his value.
Lin Luogang himself has a strong smoking addiction and has no aversion to tobacco advertising. On the contrary, Zhou Wei has been criticizing her husband for smoking for decades and naturally has no good feelings towards tobacco. She said that now, the whole world is banning smoking, and the image of tobacco is an unhealthy image, a drug image. Will this advertisement have a negative impact on Lin Fei's personal image?
Ouyang Tong said, if I say that making this advertisement is beneficial and harmless to Lin Fei's image, it is a lie. Kill me, I won't say. However, I don't think this matter is the fundamental basis for evaluating whether Lin Fei will accept this advertisement. As your initial attitude showed, advertising by celebrities definitely has a negative impact on their social reputation. On the one hand, it has adverse effects, and on the other hand, market price positioning must be carried out. These are two aspects of the same problem. The two harms are relatively minor. Since other advertisements may also have a negative impact on the reputation of celebrities, we need to consider the issue from another perspective. Firstly, can there be compensation in terms of price? Secondly, in terms of advertising production, can it be avoided or compensated for? I think if we balance these two aspects, it won't be a problem anymore.
Lin Luogang said, I have a question. What benefits will Jiangnan Tobacco give you if you work so hard to promote this advertisement?
In this matter, Ouyang Tong didn't want to tell lies to Lin Luogang and his wife, and he couldn't just say that Wang Yudan had promised 250000 yuan. So he introduced the situation that night to them and only concealed the matter of Wang Yudan's offer. Finally, Ouyang Tong said that I didn't know beforehand when they went to negotiate this matter. After I found out, I said, 'You guys are really stupid. You can't even accomplish such a small thing. If I were to take the lead, I guarantee success on the spot.'. When Lin Luogang and his wife said this, their expressions were a bit stern. Ouyang Tong said, you must have guessed. I'm not saying that I'm really confident, it's just a weakness of men who like to brag. Praising is not a good thing, but men have this weakness. They know that bragging will harm themselves, but at critical moments, they can't control their mouths. They certainly didn't believe that I could do this, so they tricked me and said, 'You, just live with that mouth. Even if the duck dies, its mouth is still hard.'. I'm telling you, I'm not really bragging. You can package the presidential suite at the Shanghai World Trade Center for me for a month, and I promise to take care of this matter for you. As long as they don't do it, it's not my fault. But I didn't expect them to actually package the presidential suite. The result is what you see now, I was forced to the brink of despair and had to grit my teeth. Before coming, I knew that this matter couldn't be negotiated, and in fact, they knew it in their hearts. However, in the future, I will no longer have the capital to brag in front of them.
When he introduced the second half, Lin Luogang and Zhou Wei had already started to laugh slightly, and by the end, they had already laughed so much that they were back and forth.
Lin Luogang said, Ouyang, you are really cute, I like you. How about this, I agreed to your matter.
Ouyang Tong said, can't it be that easy?
Zhou Wei said that although the old man agreed, there is one thing I still want to understand clearly. Why didn't the two talented women you mentioned go to Beijing and negotiate?
Ouyang Tong said, I'm not sure why the negotiation didn't come to an end. I never intended to negotiate this matter, so I never thought about learning about their negotiation process. Since Auntie asked, I dare to guess that there may be two issues: firstly, there is indeed a slight inconsistency between Lin Fei's image and tobacco. But this is not the main issue, the main issue may still be a matter of profit distribution. Lin Fei's success today is definitely inseparable from the support of the General Administration of Sport of China and the training provided by Wang's guidance. Lin Fei received a large amount of advertising fees, but they were empty handed, which must have made them unhappy and difficult to say directly.
Lin Luogang is obviously a lover. After listening to Ouyang Tong's boasting just now, he was happy and agreed.
Zhou Wei was attentive and asked about the General Administration of Sport. Lin Luogang listened and felt that it was indeed a problem. He said that if the General Administration of Sport of China firmly disagreed, this matter could not be resolved.
Ouyang Tong wished he could slap his own mouth. It's all this stinky mouth, speaking without opening the door. Why mention the General Administration of Sport of China? As long as Lin Luogang and his wife agree, his task with Ouyang Tong will be completed. As for the inability to reach an agreement with the General Administration of Sport of China in the future, it has nothing to do with him. Unexpectedly, he broke his tongue and revealed his trump card, causing Lin Luogang to retract.
Ouyang Tong said, 'I don't think the General Administration of Sport of China is a problem. As long as Lin Fei and Director Wang agree, my two friends from the General Administration of Sport of China will come up with a solution.'. Speaking of which, if Director Wang and the General Administration of Sports agree, you still need to make some concessions in terms of economic benefits. Of course, I can also propose to Jiangnan Tobacco to make some concessions in terms of advertising expenses.
Lin Luogang stated that since that's the case, I can make a statement to you. We, including Lin Fei and Director Wang, will definitely have no problem in this regard. I have promised you on behalf of Lin Fei. As for the General Administration of Sport, we will also strive for it, but I cannot guarantee the outcome. Are you satisfied with this response?
Ouyang Tong said that I was already pleasantly surprised to receive this response. Alright, let's not talk about this matter anymore. How about continuing to play chess?
Lin Luo just glanced at his wife and noticed that Zhou Wei's expression was very calm. He said, 'Okay, keep going.'.
The next morning, Lin Luogang and his wife insisted on leaving. Ouyang Tong dialed Wang Yudan's phone number. Wang Yudan was in a meeting and glanced at the phone number before terminating the meeting. He asked, 'Ouyang Tong, what the hell are you up to?'? It's been over ten days, not a single phone call. Ouyang Tong said, Chief, don't be in a hurry. Isn't this me reporting good news to you? Upon hearing the news, Wang Yudan was indeed delighted in his heart, but he said, 'Don't be so slick, I'm in a meeting right now.'. Tell me if you have anything.
Ouyang Tong said that Lin Fei's parents have already agreed, and I estimate that there is an 80% success rate for this matter. Wang Yudan said that even if it's 99%, the remaining 1% is still a variable. I want 100%. Okay, I'm in a meeting. I'll call you later.