巴西世界杯最舍得花钱打广告的4家美国500强公司
<p><span word="As">As</span> <span word="you">you</span> <span word="watch">watch</span> <span word="the">the</span> <span word="games">games</span> <span word="today">today</span>, <span word="keep">keep</span> <span word="your">your</span> <span word="eyes">eyes</span> <span word="peeled">peeled</span> <span word="for">for</span> <span word="the">the</span> <span word="ads">ads</span>. <span word="Layered">Layered</span> <span word="underneath">underneath</span> <span word="the">the</span> <span word="music">music</span> <span word="that">that</span> <span word="beckons">beckons</span> <span word="come">come</span> <span word="one">one</span>, <span word="come">come</span> <span word="all">all</span> <span word="to">to</span> <span word="the">the</span> <span word="World">World</span> <span word="Cup">Cup</span> <span word="is">is</span> <span word="the">the</span> <span word="ka">ka</span>-<span word="ching">ching</span> <span word="of">of</span> <span word="money">money</span>. <span word="According">According</span> <span word="to">to</span> <span word="a">a</span> <span word="McKinsey">McKinsey</span> <span word="study">study</span>, <span word="FIFA">FIFA</span> <span word="stands">stands</span> <span word="to">to</span> <span word="make">make</span> $1.4 <span word="billion">billion</span> <span word="from">from</span> <span word="sponsorship">sponsorship</span> <span word="deals">deals</span>, <span word="and">and</span> <span word="spending">spending</span> <span word="is">is</span> <span word="up">up</span> 40% <span word="from">from</span> <span word="the">the</span> 2010 <span word="games">games</span> <span word="in">in</span> <span word="South">South</span> <span word="Africa">Africa</span>. <span word="Although">Although</span> <span word="companies">companies</span> <span word="won">won</span>’<span word="t">t</span> <span word="disclose">disclose</span> <span word="their">their</span> <span word="spending">spending</span>, 30-<span word="second">second</span> <span word="ad">ad</span> <span word="spots">spots</span> <span word="for">for</span> <span word="the">the</span> <span word="ESPN">ESPN</span> <span word="final">final</span> <span word="are">are</span> <span word="expected">expected</span> <span word="to">to</span> <span word="cost">cost</span> <span word="around">around</span> $300,000. <span word="Sponsoring">Sponsoring</span> <span word="a">a</span> <span word="global">global</span> <span word="event">event</span> <span word="like">like</span> <span word="the">the</span> <span word="World">World</span> <span word="Cup">Cup</span> <span word="is">is</span> <span word="particularly">particularly</span> <span word="enticing">enticing</span> <span word="to">to</span> <span word="any">any</span> <span word="company">company</span> <span word="looking">looking</span> <span word="to">to</span> <span word="make">make</span> <span word="headway">headway</span> <span word="overseas">overseas</span>. <span word="That">That</span> <span word="fact">fact</span> <span word="is">is</span> <span word="not">not</span> <span word="lost">lost</span> <span word="on">on</span> <span word="the">the</span> <span word="Fortune">Fortune</span> 500. <span word="Here">Here</span> <span word="are">are</span> <span word="the">the</span> <span word="four">four</span> <span word="Fortune">Fortune</span> 500 <span word="sponsors">sponsors</span> <span word="of">of</span> <span word="the">the</span> <span word="World">World</span> <span word="Cup">Cup</span> <span word="and">and</span> <span word="a">a</span> <span word="look">look</span> <span word="at">at</span> <span word="what">what</span> <span word="kinds">kinds</span> <span word="of">of</span> <span word="messages">messages</span> <span word="they">they</span> <span word="are">are</span> <span word="trying">trying</span> <span word="to">to</span> <span word="send">send</span> <span word="to">to</span> <span word="consumers">consumers</span> <span word="the">the</span> <span word="world">world</span> <span word="over">over</span>.</p><p>大家观看世界杯的同时，不妨留意一下各大公司的广告。在呼唤世人一起走进世界杯的音乐背后，是收款机点钞的声音。据麦肯锡（<span word="McKinsey">McKinsey</span>）调查发现，国际足联（<span word="FIFA">FIFA</span>）将获得14亿美元赞助收入。而相比2010年南非世界杯，本届世界杯的广告开支增加了40%。虽然各大公司不会披露具体的开支情况，但<span word="ESPN">ESPN</span>世界杯决赛时段30秒广告的价格预计约为300,000美元。赞助世界杯这样的全球赛事对于期待进军海外市场的公司来说格外具有吸引力。《财富》美国500强公司（<span word="Fortune">Fortune</span> 500）自然也不会放过这样的机会。下面是本届世界杯的四家《财富》美国500强赞助商，我们来看看他们想向全世界消费者传达什么样的信息。</p>
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