Chapter 259 The super advertisement that raises blood pressure
As of the end of 1979, Hong Kong's wireless television stations had never broadcast commercials shorter than 10 seconds.
Because, since the launch of the broadcast, the station has stipulated the starting time of advertising placement: 10 seconds.
In other words, as long as you want to come to my TV station to place an advertisement, you must pay the advertising fee for 10 seconds.
Not only Xiangjiang Wireless, this minimum sales requirement is actually a routine practice in all TV stations.
Compared with Xiangjiang's 10 seconds, CCTV set the starting time at 15 seconds.
At the time, "Heng Yuan Xiang" thought about it and decided to get on CCTV, the "one that knows the world", at the cheapest price.
So, the "Heng~Yuan~Xiang, Sheep, Sheep, Sheep" that lingered in my mind after reading it and lingered in my ears... was born.
At first, this advertisement was the same as Jiangshan's "White Cat", which was only 5 seconds long.
Unexpectedly, after going to CCTV, I was told that the starting price is 15 seconds.
But if you insist on only broadcasting for 5 seconds, you can do that, but the advertising fee must still be charged at the price of 15 seconds.
After hearing "Heng Yuan Xiang", how can I do a loss-making business?
Since you charged me for 15 seconds, I have to hold on for 15 seconds no matter how hard I try!
Don't be afraid of the "short term", just try it a few times and you'll be fine.
So, the "sheep, sheep, sheep" that originally only lasted for 5 seconds was called three times on TV.
Coupled with a large group of small white sheep galloping across the grassland, the audience's minds immediately followed the grass and mud horses running countless times.
As soon as this advertisement was aired, it immediately attracted a lot of criticism.
However, many people don't know that before these three sentences "sheep, sheep, sheep", there is another one that is even more scolding.
[Heng Yuan Xiang, Fa Fa Fa, Hengyuan Xiang, Cai Caicai, Hengyuan Xiang, Sheep Sheep Sheep]
In fact, in order to make up for 15 seconds, Hengyuanxiang arranged these three advertising slogans in the first edition.
As a result, just a few days after the broadcast, even Shangfeng could no longer watch it, and a red phone call was broadcast directly into the station director's office.
In order to stabilize the peak blood pressure, the original "Wealth Sheep" was urgently replaced by the later "Sheep Sheep Sheep".
After some manipulation, the advertising slogan "Heng Yuan Xiang" actually helped the advertising industry open up a new advertising model.
The textbook-style "how annoying you are at the time will be unforgettable afterwards" brain-feeding advertisements have entered people's lives one after another since then.
It’s time to go to the market~
If you have any questions, go to Zhihu
Tired and sleepy, drink Dongpeng special drink
Which company has the best excavator technology? Look for Lan Xiang from Shandong, China.
For Guazi used cars, there are no middlemen to make the difference.
Visit Heilan House twice a year, a man’s wardrobe
To treat hemorrhoids, use Antai and Longkang Antai.
Buy and sell used cars, Renren cars
Chinese stand-up collar, men should be tougher on themselves
…
Do you still remember the elevator we waited for together?
The advertisements whose sentences constantly hit the screen have gradually become the accompanying voice actors for every elevator.
It doesn’t matter whether you love it or not, or whether you resign or get promoted.
The one who can accompany you to the end is still it.
At this moment, Xiangjiang Wireless TV Station.
All the staff sitting behind the monitors were staring blankly at the "White Cat" advertisement that flashed by.
After a while, he came back to his senses and sighed: "No wonder the boss agreed to play it for free, it's really amazing!"
"What a meaningful advertisement," another person nodded again and again: "I want to watch it again."
"Which advertising company came up with this idea? It's so wonderful!"
"Is it still the white cat laundry detergent I know? Why has it suddenly become so high-end?"
"Yes, those cats in the show just now made me want to get one!"
"Super cute!"
"I just want to meet its advertising designer now,"
"This man must be very smart."
"Actually, my family has never used white cat washing powder, but now I decided to change it."
"I have already bought it, and the effect is pretty good."
"I guess the boss is also optimistic about it, otherwise he wouldn't have made an exception for it."
A while ago, I saw that the popularity of the "Cat King of Xiangjiang" is getting higher and higher day by day.
In order to obtain the exclusive broadcast rights of the competition, TVB took the initiative to find the Hong Kong office of "White Cat".
The staff stationed in Hong Kong, who had already been prompted by the "Jiangshan Deduction Plan", took the opportunity to make a request for "free advertising before and after the program."
This request seemed reasonable, but it made Wireless extremely unhappy.
In their eyes, the broadcast of the "Xiangjiang Cat King" competition program is a kind of publicity for "White Cat" washing powder.
I'm secretly having fun since I didn't charge you any money, yet you still dare to make demands.
And here, the representative in Hong Kong, who followed the leadership's instructions, also said that he could not give in.
Just when the two sides were in a stalemate, people from ATV came.
Therefore, Wireless signed the "Xiangjiang Cat King" as quickly as possible.
But it also put forward a condition that the duration of free broadcast advertisements cannot exceed 5 seconds.
Faced with Wireless's difficulties, "White Cat" didn't know whether he agreed or not, so he immediately called back to the factory to ask for instructions.
Afterwards, when he returned to the negotiation table, the "white cat" also put forward a condition:
Agree to accept 5 seconds of free advertising, but TVB must also agree to pay for the "5 seconds of white cat" to be broadcast in any subsequent period.
In this way, the commercial cooperation between White Cat and Wireless was finally scheduled.
Just when the entire backstage was shouting that the "White Cat" commercial that had just aired was brilliant.
An internal phone call was made to the program control center. The purpose of these few words was to calculate the ratings of the "Cat King of Hong Kong" and the 5-second "White Cat" commercials as quickly as possible.
You must know that the "Xiangjiang Cat King" beauty pageant is held on Saturday, but the broadcast time assigned by TVB is the following Wednesday at 6 p.m.
How should we describe this time period?
No matter what you say, it's useless. You have to accept whether it's good or bad. Since it's free, you can only accept what you give.
As for why the wireless executives are so eager to care about the ratings at this moment, they just want to make a horizontal comparison to see if "The King of Cats" is really attractive.
If the program exceeds the same time period, then the finals of the next week will definitely be adjusted to a golden time period.
But if it's the opposite...you can't escape the adjustment of the time period.
But now they are more interested in the 5-second white cat than the "Cat King of Xiangjiang".
They are all veteran TV people with rich fighting experience. After seeing the 5-second "white cat" flash by, they knew...a new advertising model was coming.
Rather than opening new horizons, what surprised several wireless executives was that this extremely dramatic advertisement was actually broadcast by their station for the first time.
For a moment, I actually felt a little excited.
If the ratings can keep up, then TVB's operation this time will definitely make ATV vomit blood again.
…
Facing all this happening in Xiangjiang, Comrade Jiangshan, who was visiting the market in Yanjing City, received no news at all.
At this moment, he was holding a small green tin frog and looking at it carefully.
"We noobs don't have this thing yet?"
Chen Peisi beside her was already impatient with the waiting: "I said I would take you to a department store, but you insist on coming here. What can you see here?"
The Dongfeng Market in Yanjing is a hodgepodge.
Food and drink, handicrafts, antiques, second-hand goods... are all spread out.
The more well-known ones are the restaurant in Donglaishun and the pastry shop in Daoxiang Village.
In addition to Chen Peisi, Huang Yongyu, who was standing aside, also showed the same expression.
I originally thought that Jiang Shan would come here to find something good, but I didn't expect that he would be interested in a tin frog.
"Don't look at it," Huang Yongyu wrapped the woolen scarf around his neck: "Looking at the little fat guy's expression, he doesn't seem to be interested."
Jiang Shan also knew: "There are already two at home, so of course he is not interested."
"Then you still..."
Having said this, Huang Yongyu suddenly became speechless: "Comrade, how much does this frog cost?"
"The one in his hand doesn't dance very well. If you want, just give me two cents."
"Here, two cents." Huang Yongyu touched his pocket and handed it out directly.
After that, he turned around and left.
After the group left the secondhand stall, Huang Yuyu took the tin frog from Jiang Shan's hand and said, "Tell me, why did you fall in love with this frog?"
"This is a rare thing," Jiang Shan whispered next to Huang Yongyu: "Did you see the pattern on the back?"
Huang Yongyu came close to look at [Kang Yuan NO.214]
"I saw it," Teacher Huang looked carefully: "It's not from the late Ming Dynasty or the early Qing Dynasty."
"You are thinking too much."
"So what do you like about it?"
"I just love the history of it,"
Strolling on the folk trails filled with various small commodities, Jiang Shan began to express his emotions again: "Do you know the origin of the word Kangyuan?"
he asked, pointing to the belly of the tin frog.
"how come?"
“The current Pujiang Toy Factory No. 2 was transformed from it.
But Kangyuan was not originally a toy seller, but a veritable can factory."
In 1979, there were a total of 37 toy factories in Pujiang, large and small, but only a handful of them were likely to last long.
In total, Toy Factory No. 2 is the one that has gone the furthest.
The reason is that it has a good foundation.
"Canning factory?"
Huang Yongyu understood that in today's society, iron cans are the main force in outer packaging: "The benefits must be very good."
"It's necessary," Jiang Shan continued: "The history of the Tin Leap Frog can be traced back to 1922."
"So early?"
"Mr. Xiang Kangyuan, who returned from studying abroad, invested in a can-making factory, such as biscuit cans, candy cans...
The business is so good that the iron scraps produced by the can-making factory have piled up in mountains."
"Understood,"
Not only Huang Yongyu, but also all the audience friends on both sides have figured it out now.
"So, he started using these scraps to make toys?" Liu Xiaoqing, who was holding Jiang Xiaoyu's hand, blurted out.
"Smart," Jiang Shan praised:
"Kangyuan Factory used these scraps to imitate the German wind-up frog toy. Unexpectedly, it was very popular after it was put on the market. They quickly produced several other tin toys."
The profits of toys in that era were much higher than those of tin cans.
The monthly income of an ordinary worker is between 300 and 1,000 cents, with an egg costing 3 cents and a pound of beef costing 25 cents.
And the price of a clockwork iron toy can be sold for 600 to 3,000 yuan.
Gradually, the side business of Kangyuan Can Factory began to gradually surpass the main business.
Not only that, but he also shouted a loud slogan: Every Chinese child must have Kangyuan toys.
"When it was at its peak, stocks were even issued," Jiang Shan said with a smile, "It is said that the stock price rose pretty well at that time."
"Is the frog in your hand made in that era?" Huang Yuyu felt that this could only be the reason.
"You guessed it right, did you see the rice bowl and chopsticks in this logo?" Jiang Shan pointed out to them: "This was the logo of Kangyuan Factory at that time."
"Yeah, I saw it."
"Look at this No. 214 again," Jiang Shan tossed the little frog up and down: "You can't go wrong."
"Is this the history you like?" Huang Yongyu shook his head: "My child, what kind of history is this? I will definitely teach you a lesson tomorrow."
"Do you know how much foreigners like these old toys? They are called toy collectors."
He knew what kind of lesson Teacher Huang wanted to teach him. After all, he was also a person who had spent some time in Rongbaozhai.
However, at this moment, Jiangshan is still happy for the little frog in his pocket.
After all, it is also a gadget that can be sold for tens of thousands in later generations.
How can I be willing to pass it by if I can meet it somewhere?
He said he didn't like it, but at this moment, Huang Yongyu also started to look for the old tin frog.
Not only him, but Chen Peisi, who was deliberately a few steps behind, had already picked up a small frog at a secondhand stall.
Liu Xiaoqing, who was following him, stood on tiptoe to identify: "What words are written on the back?"
"Destroy everything...you can't see clearly from behind."
"No need to look at it," Shao Bolin took Jiang Xiaobai from his arms: "This one is definitely not from the 1930s."
Huang Yongyu, who was walking in step with Jiangshan, was not missing anything in his mouth and eyes: "But hearing you say this reminds me of Pujiang in the 1930s."
"Me too," Comrade Jiang Shan smiled brighter than the rising sun:
"The waves are running, the waves are flowing, the river is never ending for thousands of miles..."
"Huh? You can also sing Cantonese songs?" Huang Yongyu stopped and looked at Jiang Shan in surprise: "But what kind of song is this? It sounds really good."
"Suddenly he became very vocal and made a few random remarks."
"Who believes it?" Huang Yongyu is also an old fox.
At this moment, he felt like a mirror: "It must be a piece of gossip obtained through work."
"You guessed it right. An advertisement I designed recently will be broadcast on Hong Kong's wireless network soon."
"It's amazing!"
In a few days, it will be New Year’s Day of 1980.
Hong Kong Wireless TV's TV series "Shanghai Beach" will also appear on the screen on that day.
However, what excites Jiangshan even more at this moment is the "White Cat" commercial that will be broadcast simultaneously with "Shanghai Beach".
At this moment, Jiang Shan's mind was filled with wandering and wandering.
When he thought of Huang Yongyu's slap to wake up Huang Zhan a few years later, he quickly reached out and put his hand on Teacher Huang's shoulder.
"What are you doing all of a sudden?" Huang Yongyu looked at him sideways.
"I'll flatter you!"
Jiang Shan then strode forward with Teacher Huang: "Uncle Yongyu, you are so handsome sometimes!"
"What do you mean sometimes, I'm always handsome!"