Tobacco companies’ advertising costs in China

No advertising fees!!! Tobacco advertising is prohibited!!!

You should be talking about various sponsorship fees:

1. Gift distribution and promotion.

my country's tobacco companies all have gifts, but most of them are "public relations supplies" and do not treat gifts as advertising media. The design and development of gifts and premiums is one of the main means for internationally renowned tobacco companies to promote their brands and promote their products. Tobacco companies in Britain, the United States, Japan and other countries generally determine gifts and advertising based on 25% of the market value of tobacco products. Using the budget, professional organizations design and develop a series of gifts that everyone loves to give along with cigarettes, such as: hats, T-shirts, umbrellas, lighters, bags, keychains, watches and other exquisite gifts with their product logos printed on them.

2. Activities to celebrate or be related to major current events.

A typical case of Zhiqing promotion is the "555" brand, a two-in-one event of British American Tobacco's centenary celebration and logo update, which has launched an unprecedented large-scale publicity around the world. Celebrating the turn of the millennium, joining the WTO, bidding for the Olympics, and the national football team's sprint to the World Cup finals, etc., have all become major advertising themes for tobacco companies.

3. Sponsor cultural, entertainment, artistic performances, competitions, and competitive performance activities.

The National Fishing Competition is named "King Furong". The 17th National Fishing Competition is named "King Furong", a well-known brand of Changde Cigarette Factory.

Shangyan Group Company supports cultural undertakings. We fund and co-organize the "China" Cup Shanghai International Fashion Grand Prix every year. Hosted the "China Awards 2nd Shanghai International Ballet Competition" and co-organized the "Love My China - Ballet" tour performance with the Shanghai Grand Theater ***.

Ning Yan held the "Big Red Eagle Cup" Dalian City's 4th Young Singer Competition, flying across the century - the Big Red Eagle Cup China Landscape Photography Grand Prix. The "Big Red Eagle Literary Award" essay competition was jointly held with the Chinese Writers Association's "Chinese Writers" magazine and the Ningbo Federation of Literary and Art Circles' "Literary Port" magazine.

Baisha Group sponsors aerobatic performances.

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4. Donate to fund education, improve medical and health conditions in some areas, and support disaster-stricken areas.

Hongta Group donated RMB 600,000 to support the China Youth Development Foundation in implementing the "Project Hope" and establishing my country's first "Fund for Aiding Out-of-School Youth in Poverty-stricken Areas". Hongta Group has donated a total of 33.96 million yuan in response to the 1998 floods, and co-sponsored the "Hongta Cup" cultural and sports star disaster relief football charity match with the State Sports General Administration. Ticket revenue plus donations from all walks of life such as Hongta Group and the Chinese Football Association totaled 177 million yuan. Yuan.

Shanghai Tobacco Group donates money to education. While making significant contributions to the country, the company does not forget to repay the society. Through the establishment of the "China Charity Education Fund", it has donated 33 million yuan to the Shanghai Charity Fund. More than 2,000 students from poor families but with excellent academic performance have received scholarships.

Ningbo Cigarette Factory donated 1 million yuan to establish the "Big Red Eagle" scholarship in Yan'an to help Yan'an students with excellent academic performance but poor families complete their studies.

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5. Suggestive tobacco consumption

Many big-name movie stars frequently smoke tobacco on the screen, at least objectively. Side effects of encouraging young people to smoke. Some medical experts have pointedly pointed out that some tobacco companies are actually secretly sponsoring movie producers and using those influential Hollywood "blockbusters" to promote their brands. According to statistics, in the last 10 years of the 20th century, about 30% of Hollywood films "intentionally" included trademarks of world-famous cigarettes such as Marlboro, Camel, Health and Winston. Among the top 25 highest-grossing Hollywood movies every year, as many as 85% contain smoking scenes.

What's more, the so-called "celebrity smoking effect" has appeared in the film market in recent years, that is, the director of the film intentionally arranges some famous actors to show the smoking in detail in the film. The whole process, so that those teenagers who do not smoke in the first place can voluntarily accept the "study" of the "movie smoking training class" because of their idolization of stars. It is not difficult to discover the subtle relationship between tobacco companies' promotional strategies and the film industry.

6. Public service advertisements

This type of advertisement generally appears in large-scale media at the central level. The advertisements only have the theme of public welfare and the name of the sponsoring company, but for tobacco companies For example, you can directly indicate the cigarette manufacturer, which is absolutely not allowed in corporate image advertising. Advertisers only need to pay the production cost of the commercial, and the broadcast is mostly free.

7. Corporate image advertising and media placement

In recent years, corporate image advertising has become one of the main means for tobacco companies to break through policy management bottlenecks and promote themselves. It can be roughly classified into two categories: : First, the need for diversified development of tobacco companies, such as Hongta Group, etc.; second, the need to circumvent laws and regulations prohibiting tobacco advertising.

Media placement of tobacco companies’ film and television image advertisements: TV stations are mainly CCTV, and satellite TV is mainly Phoenix Satellite TV. This way of advertising naturally has its own deep strategic purpose. For those who make big publicity Most tobacco companies have already become the mainstream of the local market or their sales in the local market have become saturated. They urgently need to expand their sphere of influence to surrounding areas and further become a national brand like "Hongtashan". CCTV, with its unique The advantage caters to the needs of tobacco companies for domestic expansion. CCTV 1 is the country's flagship channel with wide coverage and strong authority. It is a channel with high and stable ratings nationwide. CCTV 2 is an economic channel, and most of its viewers are highly educated. , high-income white-collar workers engaged in management work, which are also the target consumer groups of some mid- to high-end tobacco brands. Phoenix TV's program production content is rich, exciting and varied, covering 55 countries and regions in the Asia-Pacific. It has a large audience both at home and abroad, and its family income, education level and job position are all higher than those of ordinary TV viewers. Therefore, their spending power is relatively high and they are the preferred target audience for advertisers. Tobacco companies use these two major media to combine, whether it is to develop domestic and foreign tobacco markets or to establish an international brand image, they are rational and strategic choices.

Common tobacco company image advertisements:

"Hongta"-eternal innovation, passionate (Yunnan Hongta Group)

"White Sand"-Crane Dancing on the white sand, my heart flies (Baisha Group: Changsha Cigarette Factory)

"Red River" - riding on the majestic wind of the Red River and breaking through the waves of the century (Yunnan Honghe Cigarette Factory, Honghe Storage and Transportation Company)

"Red Golden Dragon" - the sun rises in the east, the red golden dragon (Wuhan Tobacco Group Company)

"Yipin Huangshan" - the sky is high and the clouds are dark (Anhui Bengbu Cigarette Factory)

" "Seven Wolves" - dancing with wolves, showing the true qualities of a hero (Fujian Longyan Cigarette Factory)

"Golden Leaf" - accompanying you in your golden career (Zhengzhou Cigarette Factory)

"Emgrand"--(Emgrand Group: Henan Xuchang Cigarette Factory)

"Yipinmei"--the fragrance fills the world (Jiangsu Huaiyin Cigarette Factory)

"Liqun"-forever Benefiting the masses (Zhejiang Hangzhou Cigarette Factory)

"Big Red Eagle" - the spirit of the new era (Zhejiang Ningbo Cigarette Factory)

"General" - the true nature of the general (Shandong General Group)

"Furong King" - Furong King Advertising Industry (Hunan Changde Cigarette Factory)

"Golden Crocodile" - Passionate taste (Golden Crocodile Industry: Hubei Xiangfan Cigarette Factory) )

"福牌"--praying for good fortune and bringing blessings back home (Yunnan Qujing Fu Cultural Communication Center, Yunnan Qujing Cigarette Factory)

"Eight Happiness"--Eight Happiness Everything goes well in life (Shandong Qingzhou Dongfang Baxi Trading Co., Ltd., Shandong Qingzhou Cigarette Factory)

8. Sponsor sports events and support sports undertakings

According to the authority provided by the National Sports Commission Data shows that the cost of global companies sponsoring sports competitions now accounts for 10% of advertising expenditures. By 2010, the annual cost of global companies sponsoring sports competitions is expected to exceed 50 billion US dollars. However, in the current domestic sports competition In the competition, the total annual corporate sponsorship cost is only more than 100 million yuan, which is less than one-third of the total annual advertising expenditures of domestic companies. At the same time, sports are the only gap left for tobacco companies in the anti-smoking advertising regulations. Compared with the indifferent attitude of domestic companies, foreign tobacco companies are keen on sponsoring sports events. The hidden commercial purpose behind them is to promote their brands, demonstrate their power, and ultimately make huge profits in domestic and foreign markets.

Foreign tobacco companies believe that sports competitions are extremely closely related to their brands, which not only reflect the brand's image positioning, but also reflect corporate culture choices. Sports attract the attention of target consumers, especially Attracting young people, thus making the sponsor's brand more popular.

Sports events are always inseparable from the participation of many media, which follow up and report on the game from all aspects and angles. There will even be media broadcasting the game live all day long, while mobilizing the audience to actively participate, both inside and outside the stadium. The media's comprehensive coverage not only enhanced the atmosphere of the event, but also successfully embedded the sponsor information into the hearts of target consumers during the communication process, increasing brand awareness. Generally, after the event, the highlights of the game will be made into an album and repeatedly broadcast on various TV stations. In terms of dissemination, this is long-term and far-reaching. Domestic sports activities sponsored by domestic and foreign tobacco companies:

Philip Morris Company

Marlboro Football League A

British American Tobacco:

"555" is closely related to racing activities. Sponsored activities include the “555” Beijing-Hong Kong Rally and the “555” China Car Rally, which attracted more than 5 million spectators along the way. In Hong Kong, British American Tobacco has sponsored the "Governor's Cup" for nearly 30 years. In mainland China, British American Tobacco sponsors the "Hilton Men's Basketball League", the "555" Cup Celebrity Bridge Invitational Tournament, the "555" Elite Tennis Tournament, the Sixth Far East and South Pacific Games for People with Disabilities, and the BAT China Professional Golf League Cup. .