A Research On Marketing Strategies For Television Advertisements Of Sporting Events

The Olympic Games is a major sports event caught the attention of the world, it has a strong appeal and influence in the world, but also has a large audience. Television broadcast Olympic sporting events, either to attract the public eye, to improve the channel’s viewership, but also can attract advertisers to advertise. At the same time, enterprises can seize the opportunity of the Olympic Games, active in television advertising, to make their own brand value increased dramatically.In this paper, I use the literature data, the case study method and survey method to study CCTV in Beijing and London, two Olympic sporting events advertisement. I firstly make marketing analysis about advertisement of TV sport events. Then I elaborate the strategy of television (CCTV) and enterprise advertisement management, so I wish to sum up some successful strategies of advertisement management.I commentary the strategies of CCTV advertisement management in the Beijing Olympic Games and London Olympic Games.Then I generalize reasons for the success of CCTV about marketing strategies. I finally point out the problem of CCTV in the advertising management process, and I also propose solutions to the problem.In this article, I present a brand positioning strategy, sport stars strategy, emotional appeal strategy and atypical advertising and marking strategy about enterprise’s advertising management. In particular, I believe that the atypical advertising and marking strategy will play an increasingly important role in the advertising management activities. I finally point out the problem of enterprise’s advertising management, and I also propose solutions to the problem.