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April 14, 2010

前面两次创业小组讨论,我把儿子带到会场,我说是为了让他多认识一下将来发财了的叔叔阿姨们。朋友们笑说:这个叫创业从娃娃抓起。

当然他一个小东西,除了对叔叔阿姨给的点心有兴趣,也只有捣乱或者睡觉的份儿了。不过我女儿倒是有一个发现,值得说一下。

某天我们一起看电视,然后看到汽车的广告。女儿问:爸爸,中国的电视上面,广告和我们这里不一样。我说:有什么不一样呢?女儿说:美国的电视广告里面,都是汽车。中国的电视上,广告都是牙膏。

我相信我女儿的观察力,同时我也相信,两个市场里面的商家,都是非常聪明的人,不会把钱花在无用的地方。那么,是不是可以说,中国广告的单次价值,其实比美国广告的单次价值低很多呢?因为中国人口大概是美国的5到6倍,而汽车比牙膏,那可是贵了不知道多少倍。

7 Comments »

  1. 中国市场牙膏的消费量比汽车多许多?
    也许中国市场牙膏的市场规模比汽车的市场规模大?

    Comment by 野草博客 — April 14, 2010 @ 3:53 pm

  2. 或许就是因为人多,消费力不高,所以即使卖牙膏,也能赚钱。
    厂商做不做广告,愿意花多少钱做广告,并不简单取决于广告本身的价格,而是投入产出比。

    Comment by amao — April 14, 2010 @ 5:09 pm

  3. 博主是在哪个城市?我这边上海铺天盖地都是汽车的广告啊?!前两年倒是有些牙膏广告,现在好像只剩下高露洁了。

    Comment by Janison — April 14, 2010 @ 10:45 pm

  4. 牙膏广告的conversion rate 比汽车的高多了吧!

    Comment by grace — April 14, 2010 @ 11:21 pm

  5. 而且牙膏更新周期比汽车短很多。

    Comment by SQL — April 15, 2010 @ 7:09 am

  6. 同理可证,中文网站的adsense广告单次点击费用远小于英文网站。因此,挂广告,还是要开英文站。

    有没有人研究一下这个和中美汇率的关系。

    Comment by 淬念 — April 15, 2010 @ 6:02 pm

  7. TV adv is for mass consumption. Every American drives a car, every Chinese uses a tooth brush, but only 10% or less Chinese drive a car. It’s obvious that Chinese car dealers should put the money in areas in which you have a higher concentration of potential buyers. (car show, or TV in BIG cities like shanghai)

    “中国广告的单次价值,其实比美国广告的单次价值低很多呢?”
    Depending on what kind of product you’re talking about.

    For tooth brush, every American needs a tooth brush, every Chinese needs a tooth brush. But Chinese beat Americans by the numbers. Although tooth brush is more expensive in U.S, I think the return for the adv is comparable.

    For cars, much less Chinese can afford cars than Americans. So yeah, the return is much less.

    On average, return of single ad = total spending on consumption/total number of ads.

    Take TV for example, let’s say the total number of ads in China and U.S. are roughly the same (number of TV stations in the same order). However, obviously Chinese total consumption can’t compare with that of the consumption engine of man kind. So yeah, the answer is obvious.

    Comment by Song — April 19, 2010 @ 8:13 pm

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