Xi'an Real Estate Advertising Campaign Research

As early as more than 2000 years ago, the philosopher proposed "the tenant has its room, and the cultivator has its field". China's Communist Party who creates the new China also precisely wins the general populace's support under the same ideal mood. Mencius's words already surmounted the millennium, and new China establishes also 60 years, whole nation from top to bottom still struggle for this ideal. In early years of the new century, under the big background of construction Chinese characteristic market economy, the significance of "room" had been separated from the initial functionality use, but was attached many kinds of faces. In modern society, the people had already surmounted the material stratification plane function and effectiveness regarding the housing expense, more changed the mark significance which the housing attributes.In market economy's tide, estate business also already gives up the world mood "build more house, make everyone have a house", but use all thoughts in pack and propaganda to sell their commodity well and earn the biggest profit. Estate advertisement as house main promotion methods in the mass media dissemination time, has the formidable dissemination effect. But today, electronic media hold rule status, Internet and television highlights the vital role in the advertisement dissemination, and the market share is also getting bigger and bigger. But in the estate advertisement domain, the paper media is an exception. Although all sorts of signs indicated that the paper media advertisement worn out because of Internet advertisement market growth, even someone said "the paper media is going to perish". But network media can't replace paper media because it has region superiority and number superiority.This article utilizes the content analysis, and it selects estate advertisement in "Chinese Business", "Xi'an Evening news", "Sanqin Metropolis Newspaper" from August 1st,2008 to July 30,2009. With the aid of the dissemination effect's related theory, expends the psychological demand from the consumer the different angle to take the breakthrough point, traces root which these effects produces. First, this article elaborates the relation between the mass media dissemination effect and the advertisement dissemination, proves mass media dissemination constructs actual result and mechanical impression forming process. Next, from the page layout size, the page layout position as well as the estate type three aspects has carried on the integrity description to this research institute extraction's sample; Then union this research institute selects 15 variables, further from targets and so on page layout position, advertisement length, demand form, demand subject, color plan, high-frequency glossary, picture element, picture type, character image embark, has carried on the detailed analysis to the real estate advertisement's textual character and the sense organ mark, will try hard the Xi'an real estate advertisement to make the dream mechanism the newest condition to present.