A Case Study Of Advertising Cost Control In Guangzhou Everbright Garden Project

This thesis discusses the issue which concentrates on how to reduce the advertising cost in real estate development through the practice which the author executes in the management of Guangzhou Everbright Garden real estate development company. First of all, it unveils those factors that influence sales result and indicate that the advertisement is one of the most important factors which influences sales result. However, meanwhile the advertisement must efficiently combine with other factors and consequently lead to an expected performance which promotes sale. Secondly it analyses those related factors which probably have an impact on the effect of advertisement such as life cycle of product, market segmentation, degree of clients involving and media selection, and finally it also gives some valuable proposals on how to decide the strategy of advertisement. After some theoretical analysis, the author analyses two promoting activities executed in Everbright Garden project (Phase I) and uncovers those inappropriate aspects in advertising application. Then in the followed practice of marketing and advertisement, the author improved the related strategy and consequently gained positive effects in the advertising management of Everbright Garden project (Phase II).The practice executed by author in the process of controlling advertising cost in the project of Everbright Garden shows that the advertisement can not directly have a positive impact on sales result. Only does it combine with other promoting factors, collaborate with them and keep consistency with final target, the advertisement can obtain expected effect. Secondly the key way in controlling advertising cost is raising the efficiency in advertisement releasing. The analysis and controlling on advertising effect can not only reduce advertising cost and but also timely find out and solve the problems emerge in product sale, including those problems related to sales strategy and image of product. Accordingly all these effort will entirely improve and enhance the level of sales management. Finally the level of advertising cost should not only decided under the base of sales quantity, it should have its independent evaluating standard of advertising effect because the goal of advertisement is not only the issue of sale, the more important issues are brand, image of product and market shares.