Placement Marketing of Real Estate Coverage - Comparison between Economics Newspapers and Comprehensive Newspapers

• Main Authors: Chia-Yi Tung, 董家懿
• Other Authors: Huai-En Peng
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/22336281841657986434

碩士 === 中國文化大學 === 新聞學系 === 100 === "Product Placement" (Placement marketing) is rather popular in recent years, electronic media, print media all require the business to maintain the placement has been for years the trend of the world, is booming in the country. This study aimed to explore the placement of newspaper real estate information, "financial newspaper" and "integrated newspaper, using content analysis, and the construction and coding of the category, trying to understand the placement room of the newspaper industry the case of real estate information news. In this study, the financial newspaper Economic Daily News, "Business Times" newspaper "Apple Daily", "Liberty Times" Real Estate Information News as a sample for the placement of "proportional", "news topics sources, the news quantity for analysis to explore today's newspaper media news in real estate information placed in the appearance. The study found that the highest proportion in the four newspapers in the placement of real estate information-oriented, "Apple Daily", the placement of real estate information. Secondly, the reported theme-oriented, "Economic Daily", "Business Times", "Apple Daily", "four of the Liberty Times newspaper placement real estate information begin with showing" life function "as the news topics most. Furthermore, in the "sources"-oriented, "Economic Daily", "Business Times", "Apple Daily", "Liberty Times" begin with "real estate agency industry" to a maximum. Finally, in the news quantity-oriented, "Apple Daily", "Liberty Times" placement real estate information begin with the "Saturday" maximum, "Economic Daily" up to "Wednesday", "Business Times "up to" Friday ".