By Huang Heshui (Assistant Dean and professor of School of Journalism & Communication of Xiamen University)
Mass communication is indispensable for the success of enterprise and brand alike in modern society. Advertisers often feel vexed about the significant question - how to choose the right media and the right advertisement time slot among a multiple of choices.
When it comes to choose an ideal media and time slot for advertisement launching, audience ratings, broadcast ratings and read ratings turn out to be the most telling criterion advertisers trust in. The influence brought by media to the advertisement comes second. Influence of media is acquired from long-term accumulation, and can not be easily changed in a short period of time.
Audience ratings, broadcast ratings and read ratings, in normal conditions, are regular enough to be forecasted. A high rating today can not be followed by a too-low rating tomorrow, and vice versa. But in some special circumstance, things would be quite different.
Therefore, media could not afford to overlook any significant events, for they are crucial for enhancing audience and broadcast ratings. This is true for advertisers as well, since great events often set up an ideal platform for them to boost product popularity and brand awareness. We can still remember when the Iraqi War broke out, Monarch Lubricating Oil’s smart catchwords “More Lubrication, Less Friction” got spread over China overnight through CCTV’s powerful platform. Coca-cola, the brand with the highest commercial value in the world, relentlessly seizes Olympics as a golden chance to publicize its image, for it knows Olympics, as one of the most significant events in the world, definitely will attract huge attention from around the world.
In the wake of the World Cup and the Expo, is there anything more eye-striking than Asian Games during the second half year of 2010 and the year of 2011? If there is no such thing, the Asian Games would be left alone in at least one year as the golden chance which enterprises could make a good use of and launch advertisement blitz for. It is not only because Asian Games are extraordinarily remarkable, but also because the games would become the topic people love to discuss for a long time.