| The real estate grows very fast in recent years all over China, with which advertising plays a very important role in the real estate market. Now it filled with in every part of our daily lives. Good advertising strategy can not only promote real estate sales, but also play an important role to enhance company's brand value. The research on real estate ads creation, dissemination will improve the ads'effectiveness in large margin for the real estate companies.This paper is based on the previous theory on real estate ads, combined the theoretical and empirical research method, including the features of the target consumers, positioning, appeals, media selection, the overall effect of the other aspects of the in-depth study, and applied the real estate ads strategy to analysis the effects and in-depth case studies of Funcity. It gives the real estate ads suggestions on the strategy application method to improve the real estate publicity and sales. The results show that:the ads strategy should based on a clear project targeting, and grasp the consumer behavior characteristics is the presupposition of ads originality creativity. A full range of media combination is the promise of effective ads and a good control on the ads rhythm can also helps to get a multiplier effect. Meanwhile, the developers'good reputation and brand value can improve the effectiveness. In addition, other various media such as client organizations can help to achieve excellent publicity effect. |
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