Huang Shengmin (Dean and professor of College of Advertising, Communication University of China)
One day I was chatting with an entrepreneur friend about advertisement placement in Asian Games. He was confused by two questions: one is whether it is worthwhile for enterprises to launch an advertisement campaign at the same scale as what they have done for the Olympic Games; the other is whether those weary enterprises should take a break after experiencing so many big events in a row from Olympic Games to celebration to National Day and finally, the recent World Cup.
As to the first question, we all understand that Asian Games is a regional event as opposed to the worldwide one of Olympic Games. They are different in both level and scale. But advertising is a totally different thing from hawking in street, as its value is determined by two factors - competitiveness and investability. Firstly, in a fiercely competitive market, what will you do when your rivals still go all out to wage an advertisement blitz? Second, since advertisement is a kind of investment into future, and Asia has now been deemed as the drive of world economy in virtue of its largest population and fastest economic development, how could the farsighted entrepreneurs afford to miss the chance which will usher in a New Asian Age?
As for the second question, my friend thinks that it is quite reasonable for enterprises to take a break after a long run from Olympic Games to Celebration for National Day, and what’s more, they should act according to their own capability. Sure, it is a pragmatic attitude held by many entrepreneurs. It is not wrong for entrepreneurs to make effort to control cost and expect to gain more returns with less investment in return. This very kind of mindset explain why entrepreneurs feel hesitated to invest in Asian Games after they launched advertisement for Olympic Games; and why entrepreneurs want to neglect the great domestic event after they made investment for international events. But two things should be taken into consideration: first, have the power and scale of enterprises grown multiplied in comparison with the past? Second, have enterprises cast their sights from sole marketing and sales to comprehensive brand-building? If our enterprises are still small-sized ones, then the above mentioned mindset is justifiable. But once they are aspired to come into the spotlight of the international arena and tap the uncharted territory in the outside world, it is necessary for them to adapt their mindset to the task of building a world renowned brand. In such case, enterprises should pay close attention to the occurred and imminent great events in the world, actively participate in them and strive to be one of the leading players.