Study On Real Estate Advertising Effects Evaluation

With market competition increasing, Chinese corporations pay more attention to application of advertising, and strengthen the test of advertising effect. However, today the test of advertising effect is limited in the partial test in china. The test is located in the advertising field to evaluate the effect of promotion and to decide how to express the available ideas and medias. Therefore, this evaluate approach has the disadvantage which the advertising staff can't link the marketing stratagem of enterprise. As a result, the advertising spread hasn't the exact direction while the result of the test is rigor. So we waste a great deal advertising materials. It's the typical extravagant advertising management.In order to break through the disadvantage of traditional theory, the thesis bring forward the layer index analysis (LIA), including the consumer's psychology, advertising psychology, STP tactics. At first, we should set the coordinate axis layer index which make certain the direction of advertising. Second, we aim at the targeted consumers to analyze the media arrive, advertising arrive, mind change, purchasing behaviors through the quadrant layer index. Finally, we can hold the advertising effect exactly, which is good to the advance of enterprise brand and marketing tactic.As follows is the thesis outline: Chapter one: Advertising psychology. We make the basic direction of advertising stratagem through STP tactic, consumer's behavior pattern. Chapter two: Real estate advertising spread. We discuss the best idea and media tactic from the originality and media. Chapter three: Real estate advertising effect evaluation. We introduce and judge several test methods, and bring forward that the goal of test is to advance the validity of advertising spread. Therefore, this chapter put forward the layer index evaluation to hold the validity of advertising spread from the advertising prophases. Chapter four: Demonstration analysis. We use the Tianjin Sunac Corporation as the case to analyze. Through from the targeted consumers research to implement of advertising, we get the reason of project sell like hot cakes by layer index.