On Empirical Research Of Real Estate Advertising On Newspaper In Changsha City

The advertisement of the real estate has been developing swiftly since it was born in the eighties of last century, especially in the 1990s. To some degree, the history of urban development of these 20 years is the growing history of the real estate, and is also the history of advertisement of the native real estate at the same time. The newspaper advertisement plays a very important role in the advertisement of real estate, and about 70% of the advertisements of real estate are put on newspaper. Regional difference, different market situation, the enormous differences between consumption habit and living habit have determined uniqueness of the advertisement of native real estate of Changsha city different from that of the developed region like Beijing, Guangdong, etc..This thesis has the sample investigation on"Xiaoxiang Morning Newspaper"and"Changsha Evening Newspaper"which have most real estate advertisement by content analysis. The investigation time is from 2001 to 2006, and we pick out Feb., Apr., June, Oct., and Dec. totally 6 months, and pick out one sample every five days. Therefore, this investigation has totally 426 samples and 837 real estate advertisements that can be used for studying. After collecting the date by content analysis, we have professional analysis to the data obtained through the newest edition of software of SPSS, finally we have conclusion on the characteristics and changing trend of planning tactics, creative expression strategy and advertisement strategy of Changsha city real estate newspaper advertisement, and refine the inner development principles and have the science prediction on the development trend on the future real restate advertisement.We find in this investigation that : In planning tactics, the real estate advertisement on Changsha newspaper relies mainly on meeting people's demands, and pay attention to the brand effect of the house property day by day; In creative expression strategy, the real estate advertisement on Changsha newspaper pays attention to investing extensively, and the rational appeal takes the advantages; In advertising tactics, the real estate advertisement on newspaper in Changsha is used to advertising in advance, and carry on mass concentration in order to make the sensational result. Through comparing and analyzing with the data of other areas, I find, the real estate advertisement on newspaper in Changsha still has a certain distance with other cities like Beijing, Guangzhou, etc. in the aspects of concept appeal and pictures design etc., but it is progressively drawing close to the latter along the development pace.Through analysis of real estate advertisement on newspaper in Changsha, this thesis hopes that the research results can lead the real estate advertisement of Changsha to be put effectively and exactly to help the real estate advertisement of Changsha develop in a healthy way.