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中国房地产经历了二十多年的发展,国内房地产业已经进入了成熟期,房地产广告也由“百家争鸣”的“战国时代”过渡到弱汰强存、专业致胜的新格局。一、整合营销时代广告是销售的一种辅助手段,通过媒体发布让消费者了解项目的性能、房子的价格、企业的背景与实力等。地产项目的成功,是广告的整合作战。仅仅以为地产推广是报纸、楼书、现场老三篇,就错了,地产推广中房地产广告营销已经超越了单一产品阶段,注重环境与生活方式。成功推广需要对项目进行整体、全方位包装,使项目以一个和谐的主体出现。 1、仅仅以为地产推广仅仅是广告部分同样是错误的。实效广告要求广告运作有一个明确的目标。投放整体广告之前,就必须知道你的广告到底是为什么。是为了达到销量的提高,是在一个地区尽快推广品牌,还是为了提高知名度,美誉度,甚至是为了在某些时候,解决竞争中的某些问题。这些都是非常明确的目标,在做之前必须明确。地产今天是一个整体性的攻击行为,你只有对地产了解,你才可以有更有效的地产广告。房地产
China’s real estate industry has experienced more than two decades of development. The real estate industry in China has entered a mature stage. Real estate advertisements have also shifted from the “Warring States Period” of “one hundred schools of thought” to the new pattern of winning the victorious weakness and professionalism. First, the era of integrated marketing advertising is an aid to sales, through the media release so that consumers understand the project’s performance, the price of the house, the background and strength of the enterprise. The success of real estate projects is the integration of advertising operations. Just think that real estate promotion is the newspaper, Lou book, the scene three articles, wrong, real estate promotion in real estate advertising marketing has gone beyond the single product stage, pay attention to the environment and lifestyle. The successful promotion needs to carry on the whole project, the omni-directional package, causes the project to appear in a harmonious main body. 1, just think that real estate promotion is just the advertising part is also wrong. Effective advertising requires the advertising operation has a clear goal. Before you run the whole ad, you have to know why your ad is in the end. Is to achieve sales increase, is to promote the brand as soon as possible in a region, or to increase visibility, reputation, or even at some time to solve some of the problems in the competition. These are very clear goals and must be clear before you do. Real estate today is a holistic attack, you only know about real estate, you can have more effective real estate ads. real estate