商业报道:赞助商的广告大战

Olympic sponsors pay gold 广告大战

The cost and risk of an Olympic sponsorship is so high that it probably isn?t worth it except for new multinationals¹.

You just have to turn on your TV to see it. Global giants like McDonald's and Coca Cola going all out for Beijing 2008 with advertising² and marketing³ campaigns celebrating the Olympics and Chinese culture. For these corporations the prize isn't a gold medal, but exposure to China's booming market. Analysts⁴ estimate international companies have laid out 80 to 100 million dollars, just to be able to call themselves official sponsors, and that's before the hundreds of millions spent on advertising.

(Cheers.

Gan Bei.)

Sponsors have spent 2 or 3 times more in almost all categories to be the official sponsor for the 2008 Beijing Olympics, and it's really because they are trying to capture the emerging Chinese middle-class.

Chinese companies are also posting splashy ads, hoping Olympics' sponsorship will raise their profile worldwide.

We are hoping to reach literally⁵ the rest of the planet, we think we have a great opportunity for us to be able to penetrate⁶ markets that we haven't been previously⁷.

So was the Olympics' sponsorship worth the cash? Brands have to compete for attention with more than 50 sponsors and suppliers officially associated with the Games plus outside brands that try to get in on the action, for example, Adidas is the official partner of Beijing 2008, but Nike is a sponsor of Team USA Basketball and has its own advertising campaign. Olympic organizers are taking steps to protect official sponsors from such competition known as ambush⁸ marketing. They've taken control of billboards⁹ around the Olympic venues¹¹ and / are even banning spectators from wearing clothing with large logos.

If someone's wearing this type of shirt into the venue¹⁰, the security guards will probably stop him in front of the gate to ask him to change before getting in.

A recent study showed the mixed messages are enough to confuse the Chinese public. Sixty percent of consumers questioned said Pepsi was the official sponsor versus¹² only 40% for Coke. Only half knew Adidas and not Nike was an official sponsor. On the streets of Beijing, we conducted our own informal survey.

Adidas, McDonalds, Nike is official, traditionally I would say Coca Cola, but I haven't seen very many Pepsi products although I am a Pepsi fan.

But companies new to China, such as office supplies from Staples¹³ can gain instant recognition from Olympic sponsorship.

It's at least effective for big multi-national companies that have already been in China for a long time, everybody knows Coca Cola, everybody knows McDonald's.

Still, with the billion potential consumers in China, many companies seem to think Olympic sponsorship is worth the risk.

Eunice Yoon CNN, Hongkong.

参考中文翻译：

奥运会赞助商的成本和风险都是非常高的，除非是跨国公司，否则根本不值得这么做。

你可以打开电视机看看。国际巨头麦当劳和可口可乐全力以赴争取到2008北京奥运会上宣传奥运和中国文化的广告和市场活动。对这些大公司来说，他们的荣誉不是金牌，而是扩大中国市场。分析家国际这些跨国公司成为官方赞助商至少花费了8千万至1亿美元，而这还不包括数以亿计的广告费用。

赞助商们花费了他们所有种类广告费用的2到3倍成为2008北京奥运会的官方赞助商，是因为他们想抓住中国日益蓬勃发展的中间阶层。

中国的公司也印制了引人注目的广告，希望奥运赞助商能够在世界范围能提升他们的品牌形象。

那么，奥运赞助商真的值这么多钱吗？每一个品牌必须还50多个赞助商和供应商竞争来吸引注意力，这还只是和奥运会本身相关的，更不用说那些外线品牌也极力要吸引大众眼球。例如，阿迪达斯是北京2008奥运会的官方合作或白，但是耐克是美国篮球队的赞助商，有独立的广告活动。奥运会的组织者真采取行动来保护官方赞助商免于这种埋伏性竞争。他们控制奥运会场周围的广告牌，甚至禁止观众穿戴印有醒目的商标的衣服。

如果有人穿这样的衣服进入会场，保安人员会在门口进行阻拦，换掉衣服才能进入。

最近的一项研究显示，如此眼花缭乱的信息足够使中国大众的眼光产生混乱。在被提问的消费者中，60%的人认为百事可乐是官方赞助商，而40%的人认为可口可乐才是。只有一半的人知道阿迪达斯才是官方赞助商，而耐克不是。在诶经的街头，我们也进行了一场非正式的调查。

阿迪达斯，麦当劳，耐克是官方的。传统的来说我可能会说是可口可乐，虽然我是百事迷，但是我没有看到太多百事的产品。

但是一些新进驻中国的公司，比如来自斯台普斯的办公室用品供应商就由于赞助奥运会马上得到了认可。

至少对那些已经打入中国市场很长时间的跨国公司是有效的，每个人都知道可口可乐，每个人都知道麦当劳。

但是，面对这中国十几亿的消费者，许多公司仍然认为，成为奥运赞助商是值得的。

1 multinationals   

跨国公司( multinational的名词复数 )

参考例句：

• These local companies are only small fry compared with the huge multinationals. 同那些跨国公司比，这些当地的公司不过是小鱼小虾。
• Some people believe that the multinationals have too much power. 有人认为跨国公司的权力太大了。

2 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

3 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

4 analysts   

分析家，化验员( analyst的名词复数 )

参考例句：

• City analysts forecast huge profits this year. 伦敦金融分析家预测今年的利润非常丰厚。
• I was impressed by the high calibre of the researchers and analysts. 研究人员和分析人员的高素质给我留下了深刻印象。

5 literally   

adv.照字面意义，逐字地；确实

参考例句：

• He translated the passage literally.他逐字逐句地翻译这段文字。
• Sometimes she would not sit down till she was literally faint.有时候，她不走到真正要昏厥了，决不肯坐下来。

6 penetrate   

v.透(渗)入；刺入，刺穿；洞察，了解

参考例句：

• Western ideas penetrate slowly through the East.西方观念逐渐传入东方。
• The sunshine could not penetrate where the trees were thickest.阳光不能透入树木最浓密的地方。

7 previously   

adv.以前，先前（地）

参考例句：

• The bicycle tyre blew out at a previously damaged point.自行车胎在以前损坏过的地方又爆开了。
• Let me digress for a moment and explain what had happened previously.让我岔开一会儿，解释原先发生了什么。

8 ambush   

n.埋伏(地点)；伏兵；v.埋伏；伏击

参考例句：

• Our soldiers lay in ambush in the jungle for the enemy.我方战士埋伏在丛林中等待敌人。
• Four men led by a sergeant lay in ambush at the crossroads.由一名中士率领的四名士兵埋伏在十字路口。

9 billboards   

n.广告牌( billboard的名词复数 )

参考例句：

• Large billboards have disfigured the scenery. 大型告示板已破坏了景色。 来自辞典例句
• Then, put the logo in magazines and on billboards without telling anyone what it means. 接着我们把这个商标刊在杂志和广告看板上，却不跟任何人透漏它的涵意。 来自常春藤生活英语杂志-2006年4月号

10 venue   

n.犯罪地点，审判地，管辖地，发生地点，集合地点

参考例句：

• The hall provided a venue for weddings and other functions.大厅给婚礼和其他社会活动提供了场所。
• The chosen venue caused great controversy among the people.人们就审判地点的问题产生了极大的争议。

11 venues   

n.聚集地点( venue的名词复数 )；会场；（尤指）体育比赛场所；犯罪地点

参考例句：

• The band will be playing at 20 different venues on their UK tour. 这个乐队在英国巡回演出期间将在20个不同的地点演出。
• Farmers market corner, 800 meters long, 60 meters wide livestock trading venues. 农牧市场东北角，有长800米，宽60米的牲畜交易场地。 来自互联网

12 versus   

prep.以…为对手，对；与…相比之下

参考例句：

• The big match tonight is England versus Spain.今晚的大赛是英格兰对西班牙。
• The most exciting game was Harvard versus Yale.最富紧张刺激的球赛是哈佛队对耶鲁队。

13 staples   

n.（某国的）主要产品( staple的名词复数 )；钉书钉；U 形钉；主要部份v.用钉书钉钉住( staple的第三人称单数 )

参考例句：

• The anvil onto which the staples are pressed was not assemble correctly. 订书机上的铁砧安装错位。 来自辞典例句
• I'm trying to make an analysis of the staples of his talk. 我在试行分析他的谈话的要旨。 来自辞典例句