| Summary: | 碩士 === 臺中技術學院 === 商業設計系碩士班 === 97 === In contrast to the general advertising mode, real estate advertising involves a wide variety of domains, ranging from product, consumers, and marketing strategy, to architecture, design, space, aesthetics, living, and many others. The reflections and innovations of residential buildings draw aspirations from the the general public’s awareness of living quality and aesthetic cultivation. In meeting such demands, and asides from the advertising ABC, those in the real estate advertising business, must be capable enough to absorb comprehensive knowledge in architecture, aesthetics, and living, and eventually be able to integrate and present those elements in the products.
Product postioning, market segregation, and advertising planning are influenced directly or indirectly by the people, things, places, and objects existing in a specific time and space. It is not surprising that once people get deeply involved in the real estate business, they usually find an unique and yet apparent phenomena: several products at the same location tend to display individually distinct outlook and thus achieve different results, depending on who or which company is in charge of the advertising planning, visual packaging, and marketing strategies. On the contrary, the same architectural design by the same construction team, may not necessarily be replicated in the exact manner at the same location. It goes without saying that each and every building project has its own life and featuring spirit, or the so called “characteristics” or “style,” which give the advertising planning its nuances and subtle changes.
Based on my practical experience in the field, namely the March 2008 project of “Water, Trees, Cloud, and Wind” by Jing Tang Construction, located at Feng Shu Li, within the area of the 8th stage of Taichung City Plan, a luxurious elevatored-villa product priced at 20 ~ 50 millions, the present study intends to conduct an in-depth exploration on the relationship between advertising and the real estate industry, and an case study by referring to my years’ of professional experiences. Subjects touched by this study shall include all processes initiated after land development: from preparation, planning, to on-site trips, reference to renowned overseas cases, consideration of the relationship between architectural design and the envrionment, product planning, brand positioning, analysis of different customer tiers, to advertising planning, execution, and exhibition of final achievement.
Keywords: Real estate advertising; Real estate practices; Advertising planning & design; Advertising case
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