How much advertising money does China Mobile waste every year?

Original. I wanted to have a chat with Wang Jianzhou, the chairman of China Mobile. Think about it later. He is the big boss. too busy. This appointment will probably be in 2009. Let's write an article and put it in "Idea Daily", which can also be regarded as a letter to Mr. Wang. Let's try our fate. We can always meet if we are destined. When fate comes, we all need to be humble. The outstanding representative of pervasive advertising in China should be China Mobile. Large and small media, online and offline, in cities and rural areas, at home and outside, above and below ground, in mountains and forests, in vast seas, high and low technology, wherever there are communication signals, there are China Mobile advertisements. This is a very modest statement. In fact, it's even more exaggerated. Now let’s talk about the first question. Don't be afraid. It's Xiao Zhan. I am also afraid of big exhibitions. I have too little material to expand on. I asked the media director of an advertising company that is participating in China Mobile's advertising: Does China Mobile's advertising cost almost one billion yuan a year? He said that the total amount for the whole country, large and small, should exceed one billion. I asked, do these one billion advertising dollars have to be spent? He said yes. The headquarters has a proportion of the amount of advertising, which is still increasing every year. This money is public relations and advertising expenses, which must be spent. The biggest headache is that we, the media companies, always try our best to share this money with advertising and creative companies. It is not easy to spend money wisely and creatively. I asked how much of the one billion advertising dollars is wasted? He smiled and said nothing was wasted. I said they are all sensible people, let’s be honest. He smiled and said that there are many media outlets, many time periods, and many pages that are really unnecessary to advertise. But then again, everyone believes that advertising is not absolutely in vain. Only one person saw it, which is also an achievement. I said that for Mr. Wang, a brand that is ubiquitous and is turned in the palms of hundreds of millions of people every day. When it is turned on, it is a famous brand of China Mobile advertising. Mr. Wang, the first question is actually a good question. I wonder if you can take some time out of your busy schedule to think about it: Is China Mobile’s advertising volume too large in recent years? How much advertising is really unnecessary? How much advertising money is wasted? You are a man of great wisdom. There are some things that will never be resolved unless you personally ask them. You know better than me. As mentioned above, it is assumed that these billions of advertising dollars should and must be spent. Well, here comes the idea. China Mobile's current advertising creativity level can be described in three words: thick and hard. There are a lot of tricks. All the celebrities seem to have been spokespersons for China Mobile. The themes and styles of the activities are also endless. However, I want to ask you the simplest question: Do you know what the advertising slogan of China Mobile is? What is its brand spirit and brand value? Don’t know? That's the problem. , what do you do with your advertising every day? Can you spend one-third of your huge advertising fees to make some "public service announcements"? I know that you don't like to hear public service announcements when it comes to them. You feel that public service announcements are made for others and are of little use to you. , let’s not say that your point of view is actually wrong. Well, let’s create a new advertising form: ***win advertising. It is to express your brand's advertising message in the process of conveying some concepts and knowledge that benefit the country and the people. Do you think this should be reliable? You win, consumers win, the country wins, and the world wins, this is the only win. In fact, ***win advertising can also be implemented through China Mobile's own powerful network information promotion platform. Can you send some "classic quotations, master wisdom, inspirational quotes, recruitment information, gourmet skills express, gentleman's message" to mobile phone users through SMS and MMS? Classes, business ideas, classical poetry, novel serials, opinions of famous people, star notes, etiquette faxes, innocent stories, practical knowledge of life, psychological tests, healthy jokes, etc., start a "SMS Better Life" plan? Mr. Wang, when will the hundreds of millions of advertising dollars wasted by China Mobile every year be saved? (Xu Dawei)