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The Olympic spirit has waned among the world's advertisers, though the
flame burns bright in Australia and Brazil even as it barely glows in
Korea and Switzerland, the findings of a newly released survey reveal.
"It's not as high an interest as it has been in the past," said Gary
Burandt, the executive director of Icom, the global network of privately
owned advertising and marketing firms that conducted the survey.
"I'm not sure if that's related to 9/11 or whether it's related to
Greece and the concerns that the venues may not be ready or whether it's a
continuing malaise in the marketing communications business around the
world," Burandt said.
The run-up to the Athens
games, which begin this month, has been marred by a series of terrorism
scares, construction problems and worries about the use of performance
enhancing drugs among the athletes. When Colorado-based Icom polled its
members around the world, it found that Australia, Brazil and Italy
returned a top rank of 5 on a 1-to-5 scale rating the importance of the
Olympics with respect to advertising and promotion in their markets.
On the other end of the scale, Korea and Switzerland ranked only a 1.
"Australia is the most sports-minded country in the world and they just
hosted the Olympics last time, so that didn't surprise me," Burandt said.
"But Korea surprised me as being low because so many of the sports
shoes are made there, they have a very strong, competitive culture and
they field teams that compete very strongly," he added.
In Australia, about 70 percent of the advertising and marketing
activity immediately before and during the event is expected to be
Olympics-related while in the United Kingdom only about 3 percent will be,
according to Icom.
In the UK and some other European countries, the Olympics will be
broadcast on public television, greatly reducing advertising prospects,
while in the United States, NBC will not only show events on its flagship
network, but also on the cable channels it owns.
In the United States, where most of the major Olympic sponsors are
based and where the most advertising dollars will be spent, the level of
interest varied widely by city. Portland, Oregon, close to where athletic
gear maker Nike Inc. is based, rated a 5, even though German rival Adidas
is sponsoring the Athens games.
But in Atlanta, which hosted the 1996 summer games and where perennial sponsor Coca-Cola Co. is
based, the rating was only a 1, according to Icom.
(Agencies)
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一份最新發(fā)布的調(diào)查結(jié)果顯示，世界各地廣告商的奧林匹克熱情已經(jīng)逐漸衰退，盡管在澳大利亞和巴西，奧運(yùn)圣火還在熊熊燃燒，但是在韓國和瑞士，它卻只能亮起微弱的火星。
Icom公司的執(zhí)行理事加里·布蘭特說：“（人們）對(duì)奧運(yùn)的興趣已不像從前那么高了。”Icom是一家從事廣告和市場營銷的私人公司，它的商業(yè)網(wǎng)絡(luò)遍布全球，Icom公司進(jìn)行了這次調(diào)查。
布蘭特說：“我不確定這是否和9/11事件有關(guān)，或者與希臘本身有關(guān)，人們擔(dān)心比賽場館可能無法準(zhǔn)備完畢，抑或是整個(gè)全球行銷傳播行業(yè)的持續(xù)低迷。”
本月即將開始的雅典奧運(yùn)會(huì)在準(zhǔn)備階段遇到了一系列麻煩，如恐怖主義威脅、奧運(yùn)場館建設(shè)問題、還有對(duì)運(yùn)動(dòng)員使用提高競技水平的藥物的擔(dān)憂。總部位于美國科羅拉多州的Icom
公司在其世界各地的會(huì)員中進(jìn)行了民意測驗(yàn)，結(jié)果發(fā)現(xiàn)在1到5 級(jí)的范圍中，澳大利亞、巴西和意大利將奧運(yùn)會(huì)對(duì)于市場廣告和促銷活動(dòng)的重要性評(píng)為最高的第5級(jí)。
但韓國和瑞士卻給出了另一個(gè)極端-——1級(jí)。
布蘭特說：“澳大利亞是世界上體育意識(shí)最強(qiáng)的國家，而且他們剛剛主辦了上屆奧運(yùn)會(huì)，因此這一結(jié)果并不讓我感到驚訝。”
他補(bǔ)充說：“但是韓國打出的低分讓我覺得很驚訝，因?yàn)樵S多運(yùn)動(dòng)鞋都是韓國制造的，他們有著非常強(qiáng)勁的、充滿競爭意識(shí)的文化，而且他們的比賽團(tuán)隊(duì)也很有實(shí)力。”
根據(jù)Icom的調(diào)查，在澳大利亞，奧運(yùn)會(huì)開賽前和比賽期間的廣告和行銷活動(dòng)大約有70%預(yù)期和奧運(yùn)有關(guān)。而在英國，這一比例大約只有3 % 。
在英國和其他一些歐洲國家，奧運(yùn)會(huì)將由公共電視轉(zhuǎn)播，這極大地降低了廣告（贏利）前景；但在美國，NBC不僅會(huì)通過它的主打網(wǎng)絡(luò)，而且還將通過有線頻道來轉(zhuǎn)播這次盛事。
美國是絕大多數(shù)奧運(yùn)主要贊助商的所在地，也是廣告活動(dòng)費(fèi)用最高的地方。人們對(duì)奧運(yùn)會(huì)的興趣在不同的城市差距很大。位于俄勒岡州的波特蘭市鄰近體育用品制造商耐克公司的基地，因此這里給出的評(píng)級(jí)結(jié)果是第5級(jí)，盡管雅典奧運(yùn)會(huì)的贊助商是德國的競爭對(duì)手阿迪達(dá)斯。
但是根據(jù)Icom的調(diào)查，盡管亞特蘭大主辦了1996年夏季奧運(yùn)會(huì)，還是永久贊助商可口可樂公司的所在地，而這里的評(píng)級(jí)結(jié)果僅為第1級(jí)。
（中國日?qǐng)?bào)網(wǎng)站譯）
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Updated: 2004-08-09 09:08
