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Shell Tongyi:Regular Date with CCTV

12-21-2010 17:11 BJT

"There would be no today’s Shell Tongyi without CCTV." Ever since the first cooperation in Jan. 2003, CCTV has witnessed the growth of Shell Tongyi from a private enterprise with yearly sales of RMB 400 million to an international corporation of more than RMB 4 billion yearly sales. As the most successful user of CCTV’s ad resources for bidding, Li Jia, General Manager of Shell Tongyi has his own commercial views about CCTV’s communicating value. According to him:

1. The ad placement in CCTV cannot be decided merely by statistics. Based on the special national conditions of China, the authority and public credibility of CCTV are incomparable for other media, which is not something that can be assessed by statistics as well. Psychologically, it is totally different for dealers to see ad placement in CCTV and in other media. For Shell Tongyi, large orders from dealers best prove the advertising effects.

2. A continuous ad placement in CCTV is the most effective way of brand assets accumulation. To be China’s best brand, first choose China’s best TV media. Every newly added ad placement in CCTV is based on the previous placement, so that Shell Tongyi’s brand assets are constantly accumulated and its brand image continuously elevated. And this is how Shell Tongyi effectively moves its dealers.

3. Regular ad placement in CCTV to create a sense of "date" among dealers. Shell Tongyi has its annual show in the CCTV screen. After several years, its dealers have developed into a habit of regular viewing, as if that is a set date between friends. Thus, the target reach ratio will be higher with better advertising effects.

This year marks the eighth CCTV ad resources bidding for Tongyi Lubricant Oil, which not only once again demonstrates its confidence in the future market and brand, but also boosts the confidence of its numerous nationwide dealers. The newly placed ads in CCTV will serve as a dedicated guard for its brand prospect and business development.

Editor:张昀 |Source: CNTV

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