Audience Research On The Real Estate Newspaper Ads

With the acceleration of urbanization process in China, the Chinese real estateindustry has also had a rapid development. The development of the real estate needsreal estate advertising in image building and marketing support, and with thedevelopment of real estate, the development of China’s real estate advertising has alsoentered the unprecedented stage. The immovable property features of real estatedetermine the regional characteristics of its advertising. The real estate advertisingmostly spread for the local market, and the releasing of the advertising tend to selectthe local media. As the most traditional media release form, the newspaper has beenthe most important releasing media of the real estate advertising, because of its regiontargeted, wide coverage and large circulation.This article takes the real estate newspaper ads in ChangSha as the study text,analyzes the real estate newspaper ads appeals in recent years between2001and2010in quantitative and qualitative way, studies the overall state of ChangSha real estateadvertising appeals from the aspects of the way of appeals, the content of appeals andthe affects of appeals, to refine the intrinsic characteristics of the real estate newspaperads appeals in ChangSha. Firstly, the writer generalizes and summarizes the currentdevelopment of the real estate advertising in ChangSha, media release forms, thecharacteristics of the ads performance and the advantage of the communication of thereal estate newspaper ads, in order to outline a holistic understanding of the real estatenewspaper ads to provide the information support for the follow-up research; Secondly,on the basis of large amounts of the data acquisition, starting from the related theory ofadvertising appeals, the writer explores to study the text of the real estate newspaperadvertising appeals, then in the relevant conclusions, combined with the theories incommunication, psychology, sociology, etc. to analyze the impacts of the real estateadvertising appeals in the audience psychological, lifestyle and social culture; Finally,the author tries to find the problems existing in the real estate advertising appeals, andto make some effective recommendations against them, and hopes this study caninspire and help the real estate ads more accurate and effective appeals, and to have amore healthy development.By the national real estate control policy since2006, the real estate industry goesups and downs, and the real estate ads random fluctuations showing occasional styleappeals. However, a flow of returnees in the prices, promotions and other rigid performance of ads is purely policy implications, it has certain times and limitations.So the paper is a shallow analysis about the real estate newspaper ads in the limitedsample data and the relevant policy background, there are many imperfections, I’mearnestly request the experts and professors to give criticism correction.