| Summary: | 碩士 === 崑山科技大學 === 企業管理研究所 === 93 === In Taiwan, “television” is the most effective media according to the survey of ACNielsen’s media contact rate in 2004. Television advertisement is the most profound media. After many years’ efforts, the Real Estate Corporation, thru television media, has established the brand image in the consumer. Linking the warm image of family and community, emphasis on specialization and trust, and coupled with the use of information technology, Television advertisements of real estate brokerage industries have attracted the consumer’s great attention.
This research is the first qualitative research for the issue about “Real Estate Corporation Television Advertisement Strategy” in recent years in Taiwan. This research has collected 30 units of Taiwan Real Estate Corporation television advertisements produced from 1998 to 2005. Through the television advertisement text analysis, this study generalizes the advertising trends delivering by the Real Estate Corporations. With consultation to EKB consumer behavior model, using groups focus interview, this study reviews if the Real Estate television advertisement strategy is effective and explores different responses from the consumers with different backgrounds. It is expected that using the result of analysis will give Real Estate Corporation and advertising agent future reference for advertisement strategy.
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