Thank you, Chairman. Hello! On behalf of the opposing party, I refute from the following three points:

First, we have always stressed that advertising competition is a channel with advantages and disadvantages, but the disadvantages outweigh the advantages. Have we ever denied the meaning of advertising? Don't! Did we say there was no advertising competition? Don't! Have we said that advertising competition is harmful to economic development? Not even! However, in the current social environment, advertising competition is easy to waste resources, leading to the reduction of economic volume, excessive consumption and unreasonable economic structure, resulting in false advertisements and reducing economic quality. This will do more harm than good to economic development, but it will happen around us and in the eyes of the people!

Second, the other debater said that it is easy for us to see the big picture from the small and refute you with an example. However, please pat your opponent's conscience and think about it. Just one so-called Sanlu tainted milk powder case is related to the growth and health of thousands of teenagers in Qian Qian, China! Have you neglected the life of this generation? Who is reliable for China's future economic development? Besides, this is not a case! Heartbreaking vicious advertising competitions keep happening, but the opposing debaters turn a blind eye?

Finally, as China said, "Plain is true". How can advertising competition be in full swing again? What can I do to blow the product to the sky through advertising competition? If you want to develop the economy, you have to ask the other party to argue with us, and call on the merchants to clear the fog, look at the essence, and pursue the improvement of quality and service!

Thank you!

1. Of course, advertising has many shortcomings. For example, first of all, many advertisements are useless to us, or we don't need them at all. For example, our e-mail box can receive dozens of advertising letters every day. We should delete them in time, or our mailbox will explode. Secondly, advertisements are sometimes untrue, and some advertisements are exaggerated. Seeing such advertisements is misleading to people. For example, the advertisement of a diet pill says how effective this diet pill is, but in fact it only helps digestion or excretion, and it has no curative effect, and even has some side effects. In order to realize their own economic interests, manufacturers seize the psychology of consumers and carry out exaggerated propaganda, which harms the interests of consumers.

2 arguments 1. Advertising competition encourages the speculative psychology of society. Advertising competition has inhibited the vitality of this industry. Large enterprises with abundant capital regard advertising competition as a barrier for other small and medium-sized enterprises to participate in the competition. Third, advertising competition wastes social resources. Fourth, advertising competition has seriously damaged the interests of consumers. Fifth, advertising competition is easy to breed bad value orientation.

3.Argument 1 > yes, we don't deny the many benefits of advertising, but advertising competition is not advertising. The essence of the former is the capital competition under the monopoly of large enterprises, and the ultimate profit can only be the super enterprises with abundant funds. Procter & gamble won the title of CCTV for 385 million yuan, which is proof. What do other debaters think of this?

As stated in our argument, advertising competition has become the main means for large enterprises to maintain long-term interests and prevent new competitors from entering, and how does this seemingly competitive behavior seriously hinder legitimate competition and promote economic development? 3 > Look at an example. Coca-Cola gained a short-term prosperity with the initial carpet advertising bombing, but it was still a flash in the pan in the face of the powerful advertising offensives of Coca-Cola and Pepsi-Cola due to its inability to maintain long-term huge advertising investment. How should the opposing debater explain? Furthermore, judging from the process of advertising competition, this is undoubtedly a capital game, and in game theory, there are often no winners. Because the market share is difficult to change, it is difficult to stop participating in the game of advertising competitors, which eventually leads to ineffective competition. The fight between Marlboro and camel is a warning. To this end, what is the other party's explanation?

5 free debate "monopoly of large enterprises" A. Large enterprises raise the entry threshold of the industry through advertising competition, thus preventing new competitors from entering, thus inhibiting the vitality of the industry and doing more harm than good to economic development. As we pointed out in the argument, large enterprises raise the entry threshold of the industry through advertising competition. This is mainly manifested in brand diversification and huge advertising fees. The former is mainly manifested in the establishment of multiple grades of products through advertising competition, which makes it difficult for new competitors to find a breakthrough in demand. As the most commonly used trick in advertising competition, the latter makes new competitors flinch. In this way, the purpose of monopolizing the market by large enterprises is achieved, and from the long-term economic development point of view, this economic behavior of reducing industrial vitality does more harm than good to economic development. B. large enterprises attack small and medium-sized enterprises through advertising competition, forcing them to invest a lot of capital and have obtained the opportunity to participate in the competition. However, they will eventually bring down weak SMEs. (lack of examples C. under the background of globalization, advertising competition has become the most powerful weapon for multinational companies to crack down on national industries in developing countries. Such examples abound around us. Far away is P&G's shooting action on carved brand series products. P&G has won the first battle in this big battle between multinational companies and China's national industry. Carved brand products have been completely removed from the domestic first-line market. I would like to ask the other party to demonstrate that it is difficult for a brand to survive in the first-line market, how can it really grow up, the development of a country's national industry is suppressed, and how will the country's economy develop scientifically? Free debate "harms the interests of consumers" Yes, we don't deny that advertisements can provide information to consumers. However, this is the benefit of advertising, not the benefit of advertising competition, which is noticed by other debaters in You Ching. In fact, advertising competition does far more harm than good to consumers. First, the so-called wool is on the sheep, and advertising competition leads to a sharp increase in advertising expenses, which is ultimately borne by consumers. However, the product quality remains unchanged and the price rises, which is obviously unfavorable to consumers. Here, we might as well use the price difference of byers's aspirin products before and after the advertising war to illustrate this problem. Before the advertising competition and a lot of advertising expenses, the retail price of every 50 aspirin tablets was 0.39 yuan, while the retail price of every bottle of aspirin after advertising was as high as 0.63 yuan, and the price nearly doubled. Second, advertising competition confuses consumers' hearing and hearing. By virtue of abundant capital, large enterprises highlight their advantages in advertising competition, deceiving consumers' hearing and hearing to choose products with high prices but not necessarily the best quality, thus damaging consumers' interests and free debate. In order to stimulate the media industry and increase the employment rate, another debater should pay attention to that although advertising competition stimulates the employment rate of the media industry, it is extremely limited after all. How far is this from the number of laid-off enterprises in advertising competition! Today we are debating whether the advantages outweigh the disadvantages or the disadvantages outweigh the advantages. The opposing debater can't argue in such a general way. 3, 1. Advertising not only refers to TV advertisements, but also includes advertisements posted in our mailboxes or on the road. 2. Advertisements widely publicize their products, but they can't guarantee the authenticity of the products, exaggerate their functions and even have side effects. 3. Advertising competition will mislead consumers' purchasing direction. Some genuine products may be overlooked. 4. Look at the current advertising situation in China. There is a lot of unnecessary competition in the advertising industry, which will inevitably lead to a waste of resources. 1 Big-name stars appear in advertisements, regardless of their influence, and only look at the advertising investment, which will mislead consumers (star effect). It is bound to increase the exaggeration of advertisements, make products misnamed and harm consumers' interests. Advertising competition is an immoral competition mechanism. It is different from product competition, so we must distinguish that there is no competition in advertising. It is only because of the competition between enterprises that advertising competition is produced. Exaggeration is natural. Advertising competition will make the advertising cost lower, the threshold lower, and the unscrupulous products of unscrupulous enterprises will also be sold to consumers, which will affect the sales and image of other businesses. In addition, the competition in the advertising industry will cause industry confusion. . 5。 /view/3906185c3b3567ec102d8a48.html6 Degang Guo's famous Tibetan secret oil-expelling party-CCTV's "315" party broke out that an advertisement for slimming tea was suspected to be false, and Degang Guo, a famous grassroots comic actor who spoke for the product, fell into the whirlpool of public opinion for a time, and the advertisement of celebrity endorsement products once again became a whirlpool. 3. The "Kloc-0/5" party revealed that after expert appraisal, the product endorsed by Degang Guo has nothing to do with Tibetan tea, and the trademark used for this product is being accepted and has not been approved. The product was re-listed after its old product was renamed, which was an unauthorized violation. The party also broadcast the original voice of a TV advertisement for this product: "Teacher Guo, this time you speak for someone, do you dare to take responsibility for your actions?" "Of course I dare. This is a personal safety issue and cannot be taken lightly. " Tang Guoqiang advertises for Xinxing Hospital. Emerging hospitals are now well known. The reason why it is famous is its overwhelming TV advertisements. In the advertisement, Tang Guoqiang, a famous actor, pushes a new hospital which claims to be able to treat infertility. Emerging hospitals were investigated by Haidian District Administration for Industry and Commerce for alleged false advertisements, so Tang Guoqiang's credibility was naturally strongly questioned by the public. 2. Shi Lan advertises for the magic freckle removing liquid. The TV advertisement of the magical freckle removing liquid made by movie star Shi Lan has been repeatedly played on satellite TV, and finally it has become a household name. Due to the alleged false advertisement, the advertisement of this product was finally stopped. As a matter of fact, the audience questioned Shi Lan's advertisement long before it stopped broadcasting. We don't remember so many spots on the charming Shi Lan's face in the past. Besides, the spots on her face seem to have been beaten black and blue. This makeup technique is a bit too fake, and no one believes it. 3. Carina Lau's "SK-II" Carina Lau has always enjoyed a good reputation among the audience, but its reputation has plummeted because of its endorsement of SK-II cosmetics. The cosmetic was found to contain prohibited substances by the General Administration of Quality Supervision, Inspection and Quarantine, which seriously affected the public image of Carina Lau. Not only that, Carina Lau was also sued by consumers. 4. Xu Fan endorsed Angel Beauty Capsules Xu Fan once endorsed Angel Beauty Capsules with many actresses. Because Xu Fan has performed well for many years, the audience has great trust in her. However, the product she endorsed was investigated and dealt with locally in Sichuan for allegedly false advertisements. This news surprised many viewers and aggravated their doubts about the credibility of the stars. 5. Li Ding endorses calcium tablets Many stars have endorsed a calcium tablet, but his own legs and feet are not neat, and he also publicizes the efficacy of this product in advertisements, saying how necessary it is for the elderly to eat this product and how much better it is after eating it. How can such an advertisement convince the audience? Everyone is more sympathetic to the old artist in the film. They are all very old, and losing their reputation is not worth the loss. 9. When "Qin Chi Liquor" won the title of CCTV advertisement, the huge advertising expenses invested were not only wasted, but also never recovered by the company, and liquor brands gradually faded out of the national liquor market. It's hard to be a local small winery again. If the factory didn't participate in this battle, Qin Chi wine would at least maintain a significant position in China liquor market. 7. The "Giant Group", which dominated for a while, invested huge sums of money to launch an advertising "conference war" that is unmatched so far, and promoted a series of health care products they developed, such as "melatonin" that can make "100 million China people get smart first" (as for the "melatonin" that Shi Yuzhu made a comeback later, it is another story worth studying). For a time, the land of China was prosperous. As a result, the sales volume of products is terrible, huge advertising expenses are wasted and the capital chain is broken. The famous advertising "conference war" directly led to the collapse of the giant group. Internet investment company CMGI, online stock brokerage companies TD Waterhouse and CNET all invested nearly 1 billion dollars in advertising. Among them, the direct advertising investment of CNET 1999 in the second half of the year reached 65 million US dollars, while the revenue of the website in the same period was only 66.7 million US dollars, which means that 97% of the revenue was invested in advertising, and it is said that the nominal loss in the same period reached 52.9 million US dollars. Although some analysts pointed out that with the increase of brand awareness, the revenue of the website will continue to increase, and the input-output ratio of this advertisement will also increase, but this change will not happen overnight, and its possibility is doubtful. For example, eToys spent nearly 65,438+0/3 of its revenue in the third quarter on advertising expenses this quarter, the same as 65,438+0999 in the same period of fiscal year. However, in the end, the actual loss in the third quarter reached $75.5 million. Ashford.com, an online luxury retailer, spent 70% of its fourth-quarter revenue on advertising, resulting in a loss of $654.38 million+$90 million. In sharp contrast, Gucci, a traditional retailer, spent only 8% of its revenue on advertising in the same period. 7. According to the survey of Nielsen Media Research Institute, in 2004, China spent 26 14 billion yuan on advertising. An increase of 32% over the previous year. According to this growth rate, by 2006, China's advertising expenditure has reached 450 billion yuan. An American advertiser said that American companies waste up to 50% of their advertising expenses every year. A mature market economy like the United States will waste so much advertising money. In view of the relatively imperfect market economy in China, I am afraid that the advertising expenses wasted by China Company will be as high as 60%-70%. Even by American standards, China wastes more than 200 billion yuan in advertisements a year.

9. 1. Improper hiring of stars wastes advertising expenses. For example, 1, the star invited is "not in line with the product", such as selling home appliances, but invited a star suitable for cosmetics. 2. The invited stars are not fully used, and they are well used. For example, they spend huge sums of money to invite first-class stars, but they are reluctant to spend matching funds to play in the media. 3. Invite stars to like comparison. Your product invited a star, and I invited a star. As a result, the value of stars has been promoted to a very high level. In fact, this star may not be suitable for the products of this enterprise, but it is better to invite a "lower grade" star. 4. The invited stars are famous in the world, although the price is high, but there is no corresponding popularity in China; Because of this, many advertisements are marked with the words "so-and-so international superstar" next to the pictures of stars, but the public simply doesn't buy it. 5. Too much faith in the role of stars and insufficient understanding of excellent advertising ideas show that an excellent advertising idea can often produce unexpected results, and the cost is much lower than that of inviting stars. Second, advertising in advance wastes a lot of advertising fees. Some enterprises blindly adopt advanced advertising and launch a large-scale advertising offensive in the market before the products go on the market. I think I can create consumers' desires. But when the product is put on the market, it is completely different. Third, the disconnection between advertising and supply wastes the most advertising expenses. Some enterprises have done a good job in advertising and the public has responded well. However, due to various reasons, either the products can't meet consumers in time, or there is no goods to sell in the market, or the supply is insufficient. Either the product itself has many undiscovered defects. It leads to the loss of advertising effect, and even the best advertising ideas let too many consumers know the defects of the products. By the time the enterprise has perfected the products all over the market, consumers' impression of the products has been very poor, and they have lost their original freshness. Enterprises have to increase advertising investment again, and the advertising effect is greatly reduced. Fourth, "hunger therapy" also leads to the waste of advertising fees. Some enterprises are wishful thinking, only advertising, and the supply of goods is in short supply. Man-made products are in short supply, which proves unnecessary in most cases. It's a waste of advertising money. 5. The mediocrity of product style, function, performance and quality leads to the waste of advertising expenses. The advertisements of some products give consumers a good impression, but the products themselves are nothing extraordinary. Consumers come back disappointed on a whim. 6. Excessive advertising investment also wastes advertising expenses. Some products have a stable market among consumers. In this case, enterprises should shift their advertising strategy from scale to content, mainly by adjusting advertising content in time according to market changes and controlling advertising intensity. Many enterprises mechanically believe that the larger the advertising scale, the better the effect, resulting in excessive publicity and waste of advertising expenses. 7. Insufficient investment wastes advertising expenses. Some enterprises have good products and do a good job in distributing goods in the market. However, due to funds, ideas or other reasons, advertising investment is too small, and there is no corresponding popularity among consumers. A little advertising is the same as nothing. Instead, it wastes advertising expenses. Eight, the advertising audience is out of touch with the product audience, which leads to the waste of advertising expenses. That is to say, people who can see advertisements are not potential consumers of products, or they are not major potential consumers. This situation is manifested in choosing the wrong media, choosing the wrong version or time period of the media, or other wrong publishing methods, such as people who shouldn't send flyers, people who shouldn't send emails, and so on. Nine, the advertisements that cast nets all over the sky waste advertising fees. Some products have narrow market adaptability, but enterprises use a wide range of media audiences. It makes no difference to invest too little in this kind of media and follow suit. If you invest too much, it is tantamount to "casting pearls before swine". Limited publicity expenses caused the "Mao Mao Rain". Ten, mediocre creativity wastes advertising expenses. This situation is manifested in: although the picture is beautiful, consumers don't know what to say; Although there is a sense of humor, it has little to do with the product; Although there are stories, consumers only care about "reading stories" and forget to look at products; What consumers want is one thing, and what advertisements convey is another; Blindly playing advertisements of the same content three times in a row, causing consumers' disgust and rebellious psychology; The cognitive dislocation of products means that the real selling point of products lies in "this", while the selling point of advertising creators "discovering" lies in "that" and so on. Eleven, consistent publicity led to a large number of invalid advertisements, and some enterprises opened the market by relying on the initial advertising offensive. Enterprises have tasted the sweetness. When the market has changed, the orientation of consumers has changed, and enterprises have not adjusted their marketing strategies and advertising strategies in time, still repeating the old routines. Even mechanically expand the scale of advertising. As a result, it did not stimulate the market. A lot of advertising expenses have gone down the drain.