The sponsors who won the Olympic "tickets" do not need to say that the former competitors, such as shoes and clothing, are competing from outside to the same runway to compete for the dominant position in this field.

A few days ago, "CCTV 2008 Olympic Games program advertising resources briefing" opened to Quanzhou, as one of the four major stations in the country, attracting nearly 100 Fujian enterprises to attend the meeting enthusiastically.

XTEP (China) Co., Ltd. Ding Shuibo told reporters.

In fact, before that, XTEP has attacked frequently.

Naming the XTEP Olympic train and winning the exclusive naming right and winning the bid of the "2008 Olympic final live broadcast patch advertising" and the signing of the "smash with the Olympic flame" on the CCTV Olympic Games, XTEP's pace is not too small.

"It's like every time you go to a meeting, you always take a bench and sit next to Li Jiacheng, and people will feel that you have something to do with Li Jiacheng."

It is revealed that Nike and Adidas's ads will also appear in CCTV live broadcast, when XTEP will compete with the two major international brands.

Once known as the "Jinjiang channel" CCTV-5 because of the fact that Jinjiang enterprises get together, they once again feel the enthusiasm of Quan enterprises.

In November 18, 2007, except for XTEP, the men's clothing from Fujian was successfully awarded CCTV's "live advertisements in 2008 Olympic Games." the seven wolves won the advertising period after the news broadcast in July and August, the most watched Olympic Games. In the latest CCTV Olympic advertising resources, the whole patch CCTV Beijing Olympic torch relay "traveling with the holy flame" became the highlight of the 2008 marketing campaign.

In addition to CCTV advertising, sponsoring the national team, sponsoring foreign Olympic delegations, and so on, the public Olympic marketing, which is interactive with the public, quietly appears.

A few days ago, Shi Shi Qi Qi sporting goods Co., Ltd. launched a million National signature campaign to support the Olympic Games and love China.

"We need to start this activity at the more than 1000 terminals of the whole country, and fully mobilize the patriotic enthusiasm of the nationals to cheer for the Beijing Olympic Games before the Olympic Games come."

General manager Cai Jianlei said, "recently, the Olympic torch relay has encountered some problems in the international pmission. As a national brand, we also want to express our enthusiasm. This is our intention to do this activity. It will not be linked to any commercial promotion."

But we should see that sometimes public service ads can achieve better results than commercial advertising, because it is closer to the audience's appeal, and also enhance the brand image of the enterprise.

Professor Huang Heshui, director of the Institute of Journalism and communication, Xiamen University, director of the Institute of brand and advertising.