Silicon Investor (SI) -- The First Internet Community

STOCKTALK

We've detected that you're using an ad content blocking browser plug-in or feature. Ads provide a critical source of revenue to the continued operation of Silicon Investor. We ask that you disable ad blocking while on Silicon Investor in the best interests of our community. If you are not using an ad blocker but are still receiving this message, make sure your browser's tracking protection is set to the 'standard' level.

Technology Stocks : C-Cube -- Ignore unavailable to you. Want to Upgrade?

To: John Rieman who wrote (25490)	11/20/1997 1:06:00 PM
From: DiViT	Read Replies (2) \| Respond to of 50808

MOVIE STARS DOMINATE TV COMMERCIALS (1) ÿ 11/20/97 Xinhua News Agency - CEIS (Copyright 1997) ÿ BEIJING (CEIS) -- CHINESE MANUFACTURERS ARE NOT MINCING MONEY TO MOBILIZE MOVIE STARS TO PERFORM THEIR TV COMMERCIALS IN A BID TO CREATE THEIR IMAGES AND BRANDS AMONG THE PUBLIC. SOME HAVE INDEED SUCCEEDED, BUT OTHERS HAVE NOT ACHIEVED THE SATISFACTORY RESULT. IDALL VCD PLAYER MANUFACTURER MADE A HIT WHEN IT SPENT MILLIONS INVITING JACK CHEN, A KONGFU MOVIE STAR, TO PERFORM IN ITS TV COMMERCIAL. THE SALES ROSE AGAIN AND AGAIN. FOLLOWING ITS HEELS, THE BUBUGAO BRAND VCD PLAYER MANUFACTURER SPENT MORE THAN 8 MILLION YUAN TO INVITE LI LIANJIE TO PERFORM ITS TV COMMERCIAL IN THE HOPE OF ACHIEVING THE SAME ANTICIPATED RESULT. BUT NOT ALL MOVIE STARS CAN MAKE PRODUCTS POPULAR. THE SUCCESS IS USUALLY ASSOCIATED WITH CAREFUL CREATION OF CONCEPTION. THE SUBOR BRAND STUDENTS COMPUTER HAS IMPRESSED THE YOUNG CONSUMERS BY EXPLOITING THE NAME OF JACK CHEN, WHICH, IN CHINESE, SOUNDS LIKE "SUCCESS IN LIFE". THE TV COMMERCIAL FOR LUX BRAND TOILET SOUP HAS CREATED A DEEP IMPRESSION AMONG CONSUMERS THAT PRETTY MOVIE STARS USE NO OTHER BRANDS BUT LUX. BUT THE USE OF MOVIE STARS IN TV COMMERCIALS IS VERY COSTLY AND ALSO VERY RISKY. WORD HAS IT THAT A SMILE OF MOVIE STAR GONG LI IS WORTH THREE MILLION YUAN. ANY RUMORS ABOUT IMPROPER BEHAVIOR, SEX SCANDALS AND ANTI- TRADITIONAL BEHAVIORS OF ANY MOVIE STARS THAT HAVE APPEARED IN TV COMMERCIALS WOULD TARNISH THE BRANDS ASSOCIATED WITH THEM. A RECENT NATIONAL MARKET SURVEY BY THE IMI RESEARCH CENTER IN BEIJING DISCOVERED THAT THOUGH TV COMMERCIALS INVOLVED LOTS OF OLD AND NEW MOVIE STARS, THE CHINESE CONSUMERS ONLY REMEMBERED THE OLD ONES WHO FIRST APPEARED IN THE TV ADS AND COULD STILL RECALL THE BRANDS ASSOCIATED WITH THEM. THE SURVEY ALSO FOUND THAT NOT ALL BRANDS THAT USE MOVIE STARS HAVE GRIPPED THE TV VIEWERS AS THEY HAD EXPECTED. MANY CONSUMERS HAVE CONFUSED MOVIE STARS AND THE BRANDS THEY ADVERTISED. 44 PERCENT OF THE CONSUMERS WHO KNOW MOVIE STAR GE YOU MIS-ASSOCIATED HIM WITH "SHUANGGE" OR "CHUNDU" HAM SAUSAGE INSTEAD OF THE "SHUANGHUI" BRAND HE ADVERTISED. 33.3 PERCENT OF THE CONSUMERS WHO KNOW MOVIE STAR CHEN PEISI MIS- ASSOCIATED HIM WITH "SHUANGHUI" OR "CHUNDU" BRANDS INSTEAD OF "SHUANGGE" BRAND. (MORE)