Analysis on the media placement strategy of real estate advertisements: the promotion scheme of media placement strategy

Analysis on the strategy of real estate advertising media implantation

Source: Time: June 4, 2008 18: 0 1: 00 Author: Scarecrow Editor: Qin

First of all, analyze the current situation of real estate marketing in China.

1. The development of the guiding ideology of real estate marketing planning has roughly experienced the following processes:

1) in the era of product concept, its guiding ideology is "finding feelings";

2) In the era of selling ideas, its guiding ideology is "finding a selling point";

3) In the era of quasi-marketing concept, its guiding ideology is "finding concepts";

4) In the era of marketing concept, its guiding ideology is "seeking demand";

5) In the era of social marketing concept of market, its guiding ideology is "seeking balance".

2. Real estate marketing is more and more like cultural marketing, developing from economic base to superstructure. The work of real estate advertisers also has an added value: class analysis and class education.

3. International 4A advertising companies have not done much in domestic real estate advertising, and the real estate industry is more like a stage for local advertising elites. Most 4A companies enter the China market with international brands, but the extremely localized real estate industry makes it difficult for them to enter, and their labor costs are high, so this business is not cost-effective.

Second, the characteristics of real estate advertising

1, the principle of advertising is simple: first, get your attention; Second, convey ideas; Third, arouse your desire; Fourth, deepen memory; Fifth, let you act. But houses are not sold like this, and real estate advertisements are not that powerful.

Every bottle of Coca-Cola is the same, but there is no same house in the world. Even if it is the same apartment, different floors have different landscapes. This is the difference between real estate advertisements and other advertisements.

3. Copywriting of real estate advertisements is an extreme sport, because the object of description can never be separated from the words of traffic, greening, supporting facilities, floor area ratio and investment. You must say something different. Real estate advertising should have both the most popular explanation and the most noble interpretation; You should have both the most unruly coat and the most honest lining.

Third, the role of real estate advertising in real estate marketing

1. trout Rui Weijin clearly pointed out in "New Status": Advertising can't light a fire, it can only be lit later.

The only function of advertising is to attract consumers' attention, that's all. As for whether the purchase behavior can be formed, the key lies in whether the software and hardware of the product itself meet the real needs of consumers, and the real estate advertisement has little "fudge" and "anesthesia" effect on consumers.

Weak, real estate consumption is one of the most rational areas for consumers.

Fourth, the real estate advertising media environment analysis

1. Analysis of traditional advertising media, its characteristics are as follows:

1) coverage Any media has a specific scope and objectives, such as regional, national and international. It should be noted that the general scope of communication is actually meaningless. What matters is the distribution of the media scope and the main objects in it. Coverage is an important index when making media strategy and choosing media. Generally speaking, consumers in the target market are relatively concentrated in geographical distribution, and the target audience of advertising media also has certain certainty. If its coverage is completely inconsistent with the distribution of consumers in the target market, then the selected media is not applicable. If the selected media coverage area does not cover at all or only covers a small part or greatly exceeds the target consumer's area, it is not applicable. Only when the coverage area of the media basically covers the area where the target consumer is located or completely coincides with the area where the target consumer is located, the selection of the media is the most appropriate.

? The spread of TV media is quite extensive, especially when TV enters the era of space communication. From a global perspective, advertisements spread wherever television spreads. However, as far as specific TV stations or specific TV columns or TV advertisements are concerned, their communication scope is relatively narrow. The extensiveness of TV media also leads to the complexity of the composition of communication objects. Regardless of gender, age, occupation, nationality, literacy, etc. As long as you watch TV, you will become the target of TV media, but some viewers can't become advertisers' customers. Therefore, although the spread of TV media is extensive, the pertinence of TV advertisements is not strong and the target of appeal is inaccurate.

? Broadcast media has a wide coverage and a wide range of communication targets. Now almost every household has a radio. As long as the radio is within the transmission power range of radio broadcasting, every household can receive radio programs. Because broadcasting uses sound and language as the media, rather than words as the carrier to spread information, it is suitable for a wide audience with different educational levels, and anyone with hearing can accept advertising information. Therefore, the broadcast advertisement has a wide range of communication objects, almost universal. Moreover, a considerable number of illiterate people can't read, but they can get information through radio. This is unmatched by any other media.

? The newspaper's communication is relatively clear, which is an important reason why it is suitable for real estate advertising. Newspapers are international, national and regional, comprehensive and professional. Different newspapers have different distribution areas, that is, different types of newspapers have different coverage. This obvious regional division provides convenience for developers to choose media, thus improving the advertising effect and avoiding the waste of advertising expenses.

2) Arrival rate Arrival rate is one of the important indicators to measure the effect of a media advertisement. Refers to the percentage of people who receive advertising information after advertising information dissemination activities in a certain market to the total number of specific consumer groups. When the total number of consumers is fixed, the more people contact with advertising information, the higher the advertising arrival rate.

? Television, radio and newspapers cover a wide range of media, and they are the main ways to obtain all kinds of information in people's daily life. Advertisers put advertisements on these media, and the arrival rate is relatively high.

? Due to the excessive advertising and random insertion of advertisements by advertising media, mosaic behavior leads to the audience's boredom and avoidance of advertisements, which leads to a serious decline in the rate of advertising information reaching the audience.

3) Parallel reading means that the same media is read or watched (listened to) by more people.

? Television is a medium with high parallel reading rate. The live broadcast of an Olympic Games can attract billions of TV viewers around the world, and its advertising information is quite readable.

? The parallel reading rate of newspapers is also high. It is estimated that the actual readers of newspapers are at least twice as many as their circulation. Newspapers subscribed by social organizations should be read by all members of the organization. Some people can read newspapers without buying newspapers or subscribing. For example, where the public reads newspapers. However, because the advertisements in the newspaper can't occupy the important pages of the newspaper, if the advertising information is published in a special advertising page, some advertisements are more difficult to be noticed because of the crowded advertisements, thus reducing the actual arrival rate of advertisements and affecting the advertising effect.

? In its early days, broadcast media read in parallel. Later, with the development of new entertainment products such as television, the number of radio listeners dropped sharply. In the 1990s, radio programs began to be rich and varied, radios tended to be miniaturized, and the broadcasting media changed from multi-person listening to more personal listening, and the actual parallelism declined.

4) attention rate attention rate is the degree to which advertisements are concerned.

? Because of its rich audio-visual image, high fax and bright colors, TV advertisements leave a deep impression on consumers and are easy to remember, so they have the highest attention rate. However, different TV stations, the same TV station and different time periods have different attention rates. When choosing media, we should also make specific analysis and selection according to the characteristics of enterprise products and consumers.

? The biggest advantage of broadcast media is its wide range. Some programs have a certain specific audience. If advertisers choose to advertise before and after their favorite programs, the effect will be better and the attention rate will be higher. However, the broadcast media has the characteristics of listening while working, and the audience's hearing is often passive, which leads to the low overall attention rate of advertising information.

? Newspaper media has a wide coverage, but the attention rate is low. Due to the large layout and complex content of newspapers, readers tend to read interesting news reports and columns. If there is no predetermined goal or the advertisement itself is not well expressed, readers will often ignore it, so the attention rate of newspaper advertisements is extremely low.

5) The authority of authoritative media has a great influence on the advertising effect, that is, the "halo effect". Pay attention to people's cognition of media in the process of choosing media. Different media, because of different levels, different audiences, different nature, different communication content and different authority. From the point of view of the media itself, its authority will be different because of the difference of space and time.

? Compared with the advertisements of local TV stations, CCTV has more obvious authority than the latter. The same is true of radio and newspapers.

? At the same time, authority is relative, influenced by many factors such as professional field and region. A newspaper with authority in a certain field has no authority for readers outside the profession, and it is likely to be a pile of waste paper.

6) infectivity

? From the perspective of modern advertising information dissemination, with the help of TV media, advertising information has a distinct aesthetic feeling through various artistic skills and forms, so that consumers can accept advertising information in the enjoyment of beauty. Therefore, the influence of television on consumers is higher than other media, and it is the most attractive to people.

? Broadcasting is the "sensory complementary" communication of the audience. Whether the audience is infected by advertising information depends largely on the audience's attention at that time. At the same time, it is not enough to rely only on the broadcast text and the noisy sound of the goods themselves. Some viewers prefer to see the real business.

Product form, in order to understand the goods more concretely and emotionally, this is something that broadcasting can't do.

? Newspapers use words and pictures to spread advertising information. Even in color versions, their fax effect and image expressiveness are far less than those of TV and radio, and their appeal is the worst.

7) Real-time

? Television and radio are the most suitable media for advertising, with strong timeliness, followed by newspapers.

? Due to equipment and other factors, television is not as timely as broadcasting. However, radio advertisements are limited by program arrangement and time.

8) Perseverance

? In a sense, the three traditional media are not persistent and real-time.

? Television and radio media are perishable. Advertising information is fleeting and difficult to save. Therefore, advertisements need to be played repeatedly, and the capital investment is huge. Newspapers are better and can be kept, but few people keep them for a long time because they are updated every day.

2. The characteristics of emerging advertising media such as online media and outdoor media:

Fifth, the media placement strategy of real estate advertising (full text focus)

Sixth, the evaluation of the effect of real estate advertising media.

The so-called media delivery effect refers to the influence of advertising information on society or consumers and the effect on enterprises after it is spread through the selected media. Therefore, the effect of media delivery is reflected in three aspects: social effect, economic effect and psychological effect. From the enterprise's point of view, its direct concern is how much economic benefits can be brought to the enterprise through advertising activities.

1, Determination of social effects of real estate advertisements

The social effect of real estate advertising is mainly manifested in the social impact of advertising on consumers, which includes two types:

1) before the advertisement is placed.

2) After the advertisement is placed,

2. Measurement of real estate advertising sales effect.

The sales effect of real estate advertising reflects the marketing situation of enterprises in advertising promotion activities, and the measurement of sales effect is the central link to measure advertising activities, which is generally measured by statistical related principles and calculation methods:

1) advertising effect ratio method

2) Advertising Benefit Method

3) advertising fee ratio method

3. Determination of psychological effects of real estate advertisements.

The psychological effect of real estate advertising refers to the extent to which the advertising target affects consumers' psychological activities after being spread by a specific media. It is based on factors that indirectly promote sales, such as advertising ratings, interests and desires, product awareness and so on. , to measure the audience's impression of advertising and the psychological effect caused by advertising.

1) determined in advance

2) Determination in the process

3) Determine afterwards