Dissertations / Theses: 'Real estate advertising'

1

Regehr, Douglas K. "Real estate advertising in today’s auction industry." Thesis, Kansas State University, 2009. http://hdl.handle.net/2097/11970.

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Master of Agribusiness
Department of Agricultural Economics
Kevin Gwinner
Purple Wave, Inc. has five major auction categories: Real Estate; Business Liquidation; Heavy Equipment (Agricultural and Construction); State Surplus; and Personal Property). Although Purple Wave is rapidly expanding in all categories its current focus is on increasing its real estate sales category. Selling real estate via the auction method is the fastest growing sector of the auction industry. The auction process provides a time-defined result, usually 60 to 90 days from contract signing to closing. The process also establishes a true market value established by the public. I have been tasked with evaluating our current real estate marketing methods. I am to determine the best way to allocate marketing funds to attract the most viable, competitive, well funded, and aggressive real estate bidders. The economic rationale of this issue is the ability to market real estate for higher sale prices. The cost of this issue cannot be measured in terms of a direct expense. The issue is how the company could best spend the marketing funds they receive to ensure the auction will reach the maximum price for the property. Purple Wave is paid on a percent of the sale price. The customer and company have everything to gain from a higher sale price since both will receive a larger profit. Purple Wave would like this issue to be solved with the development of a marketing menu. The real estate teams can use this new menu to show a potential customer how their marketing funds will be used to gain them the maximum amount of advertising exposure. The format can also show sellers how we plan to invest the marketing funds in specific promotional areas.

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Yu, Choy-ying Maria, and 余采霙. "Content analysis of Hong Kong residential real estate newspaper advertisements, 1953 to 1992." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2012. http://hdl.handle.net/10722/193473.

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This is an original study based on information in publicly available newspaper advertisements and other available documentary data that span a period of over 40 years on the changes in consumer preferences for housing attributes. The aim study is to evaluate Fong’s (2007) hypothesis, “The Hong Kong domestic ideal has moved from a concern for utility in 1970’s to a concern for quality and stylish living in 1990’s” using superior information. It traces the changes in advertisements by using the content analysis method and case studies. Reviewing 2,000 data sets drawn from samples of newspapers for four months out of each year for over 40 years from 1953 to 1992, it was found that the image of a flat, as created by developers, changed over time. Over the years, developers have sequentially made use of the listings of interior space, exterior space, and surrounded environments to emphasize the respective elements of an “ideal” home. These changes were well demonstrated by the real estate advertisements in Hong Kong.
published_or_final_version
Real Estate and Construction
Master
Master of Philosophy

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Dorwart, Jennifer. "Strategies for Real Estate Professionals to Compete With Internet Organizations." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/2810.

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There has been slow growth among traditional residential real estate organization managers to communicate among the real estate industry successful e-commerce strategies. Grounded in diffusion of innovation theory, the purpose of this descriptive case study was to explore strategies traditional residential real estate managers use to compete with e-commerce real estate managers. The study population comprised traditional real estate office managers in western Nebraska who had at least 5 years' experience in developing successful e-commerce strategies and had sold a home in the past 5 years. I conducted a thematic analysis on the data collected via semistructured interviews and company documents. Four themes emerged from the analysis, including establishing and maintaining multiple e-commerce websites, regularly monitoring websites, establishing a visible presence on multiple e-commerce websites, and preparation to evolve as technology evolves. The study's implications for positive social change include the potential for traditional residential real estate organization managers' to develop and use new and useful strategies for overcoming barriers and effectively competing with e-commerce real estate organizations to remain competitive in the local economy through job creation, innovation, and competitiveness to sustain their businesses.

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Vrlová, Iva. "Vliv reklamy na rozhodování při koupi nemovitostí." Master's thesis, Vysoké učení technické v Brně. Ústav soudního inženýrství, 2015. http://www.nusl.cz/ntk/nusl-233098.

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The work deals with the development of advertising and marketing channels used by real estate agency on the Czech real estate market. Detailed phase defines the different types of advertisings and actors entering in the real estate market, as between sellers and buyers than among the intermediaries as well. If the real estate agency want to apply or increase sales through certain advertising, is the task of this work determine which target groups to use for specific kind of advertising.

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Bezděková, Veronika. "Návrh marketingové strategie realitní kanceláře CENTURY 21 Subvenio, s.r.o." Master's thesis, Vysoké učení technické v Brně. Ústav soudního inženýrství, 2012. http://www.nusl.cz/ntk/nusl-232694.

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This thesis deals with marketing, which is applied in CENTURY 21 Subvenio Ltd.. The aim is to analyze existing marketing efforts of the company and to suggest new solutions based on the results of this analysis. The base for determining appropriate concepts are theoretical and practical basis.

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Skácel, Jiří. "Nabídka, poptávka, vliv reklamy." Master's thesis, Vysoké učení technické v Brně. Ústav soudního inženýrství, 2010. http://www.nusl.cz/ntk/nusl-232484.

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his thesis deals with the supply and demand and the impact of advertising on these two microeconomic variables. The work is focused on describing the operation of supply and demand from marketing point of view and not from a microeconomic perspective. In the theoretical part of this work to explain the essence of marketing and advertising, that can well influence the need and demand for goods and services. I'm also concerned with marketing mix and communication mix, which is the theoretical basis for the establishment of marketing activities to promote services and products. The theoretical outline the development of communication campaigns, as each campaign must be properly planned so as to be successful. The aim of this thesis is to examine the functioning of supply and demand, and assess the impact of advertising on supply and demand. This issue in a practical example of the real estate agents Dachi,Ltd., based in Olomouc. Practically make a quantitative marketing research methods and hypotheses are tested using a test of goodness of fit chi-square.

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Maťko, Marek. "Reklama pro nově založenou realitní kancelář." Master's thesis, Vysoké učení technické v Brně. Ústav soudního inženýrství, 2015. http://www.nusl.cz/ntk/nusl-234436.

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The aim of the thesis is to find and propose appropriate advertising for the company Czech world of estates, Ltd. The theoretical part is there in order to explain all the connections to our issue. The core of the thesis is the practical part where the company is described and further analyzed by the survey. The results of the questionnaire are always clearly displayed in graphs . The result of the thesis is a design of an appropriate advertising for the company, including the financial remuneration.

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Bakken, Emely. "Fastighetsmäklarens marknadsföring av objektet : Objektannonsens utveckling." Thesis, University of Gävle, University of Gävle, Ämnesavdelningen för företagsekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-6301.

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Syfte: Syftet med denna uppsats är att utvärdera utvecklingen av objektannonser i mäklarbranschen genom tiden, vad gäller utformning av annonser och val av mediekanaler. Syftet är även att försöka utläsa om fastighetsmäklaren marknadsför objektet så som marknadsföringsteorin säger att man bör marknadsföra en produkt.

Metod: Metoden som används är att samla primärdata genom att göra en jämförelse mellan objektannonser från år 1990 med objektannonser från år 2009. Därefter har primärdata samlats in med hjälp av kvalitativa intervjuer med fastighetsmäklare såväl som med experter som besitter stora kunskaper inom området. Sekundärdata som används är hämtad från litteratur och Internet.

Resultat & Slutsats: Uppsatsens resultat visar att dåtidens fastighetsmäklare inte hade tillräckliga marknadsföringskunskaper för att marknadsföra objektet. Utvecklingen har dock gått framåt och idag besitter de den kunskap som krävs för att marknadsföra ett objekt så som marknadsföringsteorin säger att man bör marknadsföra en produkt. Denna slutsats baseras på jämförelsen av annonser. Slutsatserna styrks ytterligare med hjälp av expertutlåtanden och av fastighetsmäklarna själva.

Förslag till fortsatt forskning: Vad denna uppsats inte tar upp, men som skulle vara intressant att undersöka, är hur fastighetsmäklare använder dagstidningar för att marknadsföra sig själva och deras kontor. Det skulle även vara intressant att göra en jämförelse av objektannonser mellan olika länder, såsom USA och Sverige.

Uppsatsens bidrag: Uppsatsen har bidragit till ett konstaterande att utvecklingen av fastighetsmäklarens marknadsföring av objekt har utvecklats på flera olika plan de senaste 19 åren.

Aim: The purpose of this study is to evaluate the differences how gets on advertisements in the real estate industry and see how they have developed during the last 19 years when it comes to design an advertisement (layout) and media channel selection.

The purpose is also to try to understand if the real estate agents own think that they market the house in the best way in order to get the prospective buyer to buy.

Method: To collect the primary data I will do a comparison between advertisements in 1990 and 2009. I have done qualitative interviews with real estate agents but also collect expert opinions from marketers which are well informed in advertising matters. I have collect secondary data from books, Internet and also from old and new newspapers.

Result & conclusion: This study shows that the real estate agent two decades ago did not have enough knowledge of how to market a house. However, there has been a considerable progress since than. Today real estate agents have the necessary knowledge for marketing a house. The conclusions are based on the comparison of advertisements. Marketing experts and real estate agents confirm this conclusion.

Suggestion for future research: It would be interesting to investigate how real estate agents use newspaper advertising to market themselves and their offices. Furthermore, it would be interesting to make an comparison between advertising in two different countries, e.g. the US and Sweden.

Contribution of the thesis: This study shows that the development of advertisement have advanced during the last 19 years. This can establish.

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9

Julinová, Martina. "Návrh na změnu a rozšíření marketingových aktivit v realitní kanceláři." Master's thesis, Vysoké učení technické v Brně. Ústav soudního inženýrství, 2013. http://www.nusl.cz/ntk/nusl-232794.

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This thesis deals with the marketing mix, which is in a real estate agent VL REALITY s.r.o. currently applied. Based on the theoretical bases and a complex analysis of the selected company is the practical part of the proposed changes and recommendations which should lead to building a brand and improve the situation on the market and acquire new customers.

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Janeček, Jan. "Stanovení rozdílu cen garáží v Prostějově." Master's thesis, Vysoké učení technické v Brně. Ústav soudního inženýrství, 2015. http://www.nusl.cz/ntk/nusl-233183.

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This thesis compares the selected type of property valuation methods in the garage area of the Prostějov. Due to instructions of the work, the methods of valuation were chosen: cost method, comparison according to law and comparison based on databases. The thesis consists of a theoretical part, where is the introduction of basic concepts, market analysis and valuation of real estate. This is followed by a practical part, where is the description of the site and the actual value of selected garages with their descriptions and photographs. Differences of ways of valuation and their causes, which are based on obtained data, are discussed at the end of work.

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Nováková, Tereza. "Vliv PENB na cenu nemovitosti v Královohradeckém kraji." Master's thesis, Vysoké učení technické v Brně. Ústav soudního inženýrství, 2014. http://www.nusl.cz/ntk/nusl-232879.

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This thesis of problem with sell realty. Namely, have energy performance certification of building (EPCB) influence to price of detached house. In the firt part thesis is solved EPCB (when we need it, who can perform it and the calculation for a particular detached house). In the second part is valued the building using the market compared to the development of database house. After comparing the results achieved and the informations we determined, whether EPCB affect the price of the detached house or not.

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12

Janů, Ondřej. "Využití fotografie s vysokým rozlišením v realitní praxi." Master's thesis, Vysoké učení technické v Brně. Ústav soudního inženýrství, 2013. http://www.nusl.cz/ntk/nusl-232708.

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The aim of the work was to put together the list of possible ways to use high resolution image in real estate practice. Photographies are created by stitching more than one image on itself. Further on was developed methodology of working with these images and was made an illustration with detailed description of the procedure for each individual case. For each procedure were proposed possibilities in practical using. For the thesis purposes was conducted real estate and public survey. Based on results of the survey were purposed draft measures to improve internet real estate advertising.

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Åström, Ida. "Drömkandidaten : En kritisk diskursanalys om hur den ideale sökande konstrueras i platsannonser inom bygg- och fastighetssektorn." Thesis, Södertörns högskola, Svenska, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-37396.

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The purpose of this bachelor thesis is to investigate how an ideal job applicant is described when searching real estate janitors and real estate managers in job advertising using a Swedish linguistic perspective. This is achieved by looking at how the model reader is constructed i.e. if the ways to describe the two occupational groups differ, if the descriptions tend to include or exclude groups of applicants, and if and how a relationship is created between the employer and the recipient and if so what kind of relationship. The material consists of ten job advertisements where the employer is looking for real estate janitors and ten job advertisements where the employer is looking for real estate managers. The choice of method for the study is systemic functional grammar, critical discourse analysis and gender coding. Theoretically I also start from the systemic functional grammar and the critical discourse analysis, though with an emancipatory approach. The descriptions of the dream candidates that is created in the ads differ between the two occupations. Real estate janitor is a job which requires more practical skills, while the job as a manager requires more theoretical skills. The ideal real estate janitor has equal numbers of masculine and feminine qualities. The dream candidate is self-propelled, service-oriented and is able to plan the working day in an efficient way. Since the employer seems to have a dominant attitude towards the janitor their relationship tends to not be very close. The ideal dream candidate created for real estate managers is also very self-sufficient, but he or she also has a strong internal drive and likes to run projects in combination with a strong sense of responsibility. The ideal real estate manager has a little more feminine than masculine qualities. The relationship between the employer and the ideal real estate manager is more symmetrical than the relationship that is constructed with the ideal real estate manager.

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Zajíc, Vladimír. "Vliv reklamy v dražební společnosti." Master's thesis, Vysoké učení technické v Brně. Ústav soudního inženýrství, 2010. http://www.nusl.cz/ntk/nusl-232485.

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In the framework of public auctions the auction-companies work, which on the one hand face the problem of realizing the public auction from the point of view of marketing, on the other hand, at the same time, they try to be visible in the relationship the auctioneer and the auction proposer. It is a closed cycle whose task is to strengthen the marketing potential and, at the same time to increase the financial profit of the firm. The aim of this diplom thesis is focused on the advertising acivities of a smalll auction company, which at present is not very effective. This auction company has been lately rather successful and has proved its vitality, on the contrary, its profits in the form af the auctioneer´s rewards have started to stagnate. One of the reasons may be its lack of financial means which might have been released for the purpose of advertising. That is why, the aim of this diploma thesis is to avaluate the present advertising activities of an auction company. The positive and negative working of a concrete auctioneer in the public auctions market is going to be specified by help of single cases. The aim is also the identifying of the elementary mistakes giving evidences of bad advertising activities of the company. In the conclusion some recommendations concerning advertising activities are defined; their task is to enable small auction companies to make themselves more visible in the public auctions market.

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Lin, Yi-Hsien, and 林怡先. "Design Characteristics of Real Estate Advertising Map." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/42397048146724615047.

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碩士
中國文化大學
地學研究所
97
Advertising map, as a form of propaganda, is mainly used to express the position of the location and the meaning of the graph itself. Therefore exaggeration and simplification is necessary for such map. However, over exaggeration and simplification often occurs in the map due to the subject of the map and the ability of the editor. This research aims to discuss the design characteristics of real estate advertising map, from the symbols, graphic designs to the audiences’ responds. This research analyzes and categorizes the characteristics of real estate advertising maps with the following features: the name of the map, scale, example and orientations (by Balchin), wording, coloring (Lin, 1991), and the use of color and words (by Robinson). Then, this research uses questionnaires to exam the responds of the audiences to those features. From the results of examining the questionnaires and the actual map samples, it is clear that the design of real estate advertising maps does not follow the rules and regulations of traditional map designs. Instead of demonstrating the actual geographic features, the real estate advertising maps are mostly being used as propaganda for the real estate companies. The goal for these maps is to tell the audiences the advantages of the real estate products, so exaggeration and machiavellian tactics are all to common in this kind of maps. The major audiences of real estate advertising maps are general publics. All the exaggerations, simplifications, and the use of special marks and symbols must gain the audience’s trust in order to convey its message. Yet the quality and ability of the map editors varies, and the effect of the map varies as well. This kind of maps still have to get rid of unnecessary symbols and enhancing the features of traditional map design to achieve the desired effectiveness.

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Hsu, Chih-Hsuan, and 許芝瑄. "Deconstructing western myth: Real estate website advertising within post-colonial discourse." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/51124397167455806043.

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碩士
國立中山大學
傳播管理研究所
98
Advertising plays an important role in the modern society. It influences not only the development of business concretely, but also sharpness of culture abstractly. The commercial advertisement of real estate is a communication of media industry, and a financial origin of media industry as well. The great investment to commercial advertisement from real estate client will obtain more exposure. However, there are many specific values in the advertising text, and the values will shape culture and habitus in the wake of advertising exposure. Following that, people start to drink STARBUCKS, watch the western movie, put on thee NIKE shoes, learn English and concern the stock market in U.S.A. by being educated from advertising. Westernization and modernization bring progress of technology and politics, but they could be able to fade away culture identity. The main point of this research is to deconstruct and exposure the western myth that is disguised in real estate advertising text, and to decode how the western is constructed to be an superiority and connect with hierarchical society. Furthermore, by observing a great deal western signs in real estate advertising, this research also analyzed the organization and operation of signs to realize the process of self-culture exclusion and self-colonization from the post-colonial point of view. The research method is qualitative semiology analysis. This research gathered twenty samples from numerous real estate advertising on the basis of western index and manifold content, in order to reveal the underlying meaning by analyzing the selection, composition and arrangement of sign. Two results have found from this research. Firstly, real estate website advertising rebuilds that west is superior, ideal and aspirational, and regards west as pronoun of success and happiness. For example, “Watch child English drama at Christmas, Have a tea time break.” The advertising brings the western holidays, western way of education and western tea time culture into the context of life to naturalize western culture and value into daily life. Secondly, real estate website advertising represents self-colonization. For example, “The San Sia old street, Baroque architecture.” The San Sia old street that is made of red brick is symbol of Eastern architecture. But, the advertising lay emphasis on the arch configuration to represent the San Sia old street as a kind of western architecture. After reviewing the analysis, this research declared two suggestions. The first, real estate advertising producer should increase the amount of the eastern sign, meanwhile, use eastern sign within eastern cultural context as well, in order to weaken self –colonization. The second, audiences should have an ability to deconstruct and criticize real estate advertising to dig underlying meaning and reveal hierarchical representation, and also awake rethinking of eastern subject.

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Tseng, Yen-Wei, and 曾彥瑋. "The Burden of Proof in Real Estate Misleading Advertising-Focus on Civil Judgments." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/57779339435406744939.

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碩士
國立臺北大學
不動產與城鄉環境學系
99
Advertising plays a role in the transaction of real estate as a communication tool to exchange product information between buyers and sellers. The differences in interpretation of the advertising contents between buyers and sellers are the reasons that contribute to dissensions after transactions. When this problem arises, the attribution of responsibility for false advertising will emerge. Whether the buyer buys the defected product because of false advertising; or the seller claims that it has done all the descriptive obligations for the important parts of the contract and therefore is not responsible for this admissible advertising error. How the burden of proof is allocated will play a role for offensive and defensive actions in the civil court. Our research data came from the law information retrieval database which used 164 Taiwan High Court judgments for examination. The timeline is from 1998 to 2010. After categorization, we can investigate and analyze the reasons, types and offensive and defensive actions for false advertising disputes. This paper examined civil judgments while taking economic efficiency as the law economic starting point. We investigated to see whether or not the existing legal mechanism can resolve burden of proof disputes in real estate false advertising. By viewing different types of burden of proof allocation parties from a transaction cost perspective, we compared relative cost-effectiveness with the system, and offered suggestions for law adjustments and amendments. The current system does not comply with the law of justice and the fairness, we must make appropriate adjustments.

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Tsai, Hsin-Jia, and 蔡幸家. "Decoding Real Estate Corporation Advertising Strategy for The Example of National Chained Brands." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/rwaeh5.

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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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Lin, Yi-Ku, and 林宜谷. "A Study on Strategy and Application of Illustration in Pre-sale Real Estate Advertising." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/8v75yj.

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碩士
臺北市立大學
視覺藝術學系碩士在職專班
104
Real state advertisement serves the purpose of guiding and describing the value of the real estate, hence it plays an important role in real estate sales. Since real estates are assets with higher value, huge sum of money required makes the threshold to purchase. Therefore, before making the purchase, the consumers would definitely try to collect as much information as possible by all means. Real estate advertisement is also very different from ordinary advertisement. It is a communication of the overall information consists of analysing the real estate’s overall value such as the current value of its location, comparing with the area’s market, consumer demand, possible future increase in value. It is distinct from the ordinary advertisement, which mainly appeals to selling the product and service of a single commodity. In the process of carrying out the advertisement, whether it is poor sales performance or mistakes in strategy, are all testing the resilience of the real estate agency. However, to complete the sales smoothly, the performance of the advertisement derived from these strategies is directly related to whether it can affect consumers’ attention, and then lead them to the purchase. Among them, in the advertisement of pre-sale house, the real estate agency must create the imagination for the consumers, using appropriate visual factors to stimulate the consumers to picture how would the house look like once it is accomplished, and then lead to the purchase. Thus, before we knew it, illustration has become one of the visual styles of the real estate advertisement, or even its main technique of visual representation. In recent years, it tend to be more and more often to see the illustration adopted in real estate advertisement. According to the finding of this research, the strategy of illustration adopted in the real estate pre-sale advertisement are considered mostly according to the purpose of the occasion, uniqueness and the eye-catchingness, providing the overall idea of living, trigering imagination, softening environment, selling ideas. For example, for the cases located in the areas with rich history or near the historical sites, it is more likely to see illustration adopted. For the subjects that are rich in history and story, illustration is applied to tell the wonderful time in the past. Moreover, for the consumers insisting on stylish life, or with specific demand of quietness, or pursuing leisure and lohas lifestyle, the illustrated representation can also appropriately simulate and picture the lifestyle and atmosphere that the consumers yearn for, in order to serve the purpose of communicating the ideas. It is also because of this, apart from the factors such as market and homebuyers attitude, illustration adopted in real estate advertisement has gradually become a means to attract consumers’ attention, offering novelty and imagination. Keywords: illustration, real estate agency, pre-sale house, real estate advertisement

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莎尼嘉. "The Study of the Approaches of Social Media Advertising towards Real Estate Business in Thailand." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/7dayx9.

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碩士
輔仁大學
國際創業與經營管理學程碩士在職專班
106
In the midst of changing consumer behavior and the digitalization of media and business strategy, to be able to catch up with the new generation of consumer and develop new plan to utilize the sources available at its optimization. In this paper, approaches of social media advertising for real estate market, advantages and disadvantages of social media will be discussed. This research aims to identify the strategies to utilize social media at its best outcome.

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Liao, Ming-Heng, and 廖明恆. "A Study on Core Resources and Operation Strategy of Advertising Agency for Real Estate in Hsinchu Area." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/15140355347113146227.

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碩士
中華大學
營建管理學系碩士班
98
REASA is the needed service for real estate market transactions. Its main business is selling its housing for the construction industry, providing market information and development of advertising strategies to promote real estate market of transactions, and as a bridge between consumer and the construction industry. It plays an important role between the real estate developers and real estate buyers. Because REASA closely integrated with the market needs, so it is significantly impact by the external environment. In the same environment and industrial properties, some businesses can long-term survival, but some are eliminated. This study investigates the corporate resources, core resources, core competencies and competitive strategies of REASA for Hsinchu County to discover sustainable operation factors for REASA. The study found that intangible resources are more important than physical resources. The survival reasons for REASA are its core resources, core competencies, and differentiation competitive strategies. This show to survive in the rapid change external market environment for REASA must rely on its core resources, core competencies, and differentiation competitive strategies.

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林靜君. "The study of advertising plan and design for real estate for real estate:take the case of Chin-Tien Mansion as an example." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/56236190367235510177.

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碩士
國立臺灣師範大學
設計研究所在職進修碩士班
95
Aside from the feature of the real estate itself, the flow of the real estate marketing is pretty similar to the principal of the integrated marketing communication (IMC). From the aspect of advertising process for a pre-sale real estate, it starts from the time of contract signed between the construction company and the real estate marketing company. The purpose of this essay is by way of studying the coming out of a advertising strategy and the operating process in real world business to explore how the real estate marketing company make use of what sales model to promote the product to potential consumers. Thus, this essay commences studying literatures on the real estate, marketing and consumer behavior to establish the fundamental of advertising theory to assert the advertising model on the process of real estate marketing. After that, take the example of the Chin-Tien Mansion to study how actually the marketing and advertising tactics are executed. From the study we understand that the consumers for the real estate are the high-involved people according to the involvement theory. Consequently, the way to provide information to the specific consumers for the real estate marketing company to do marketing should focus on providing convincing information, creating self-identity and building trust. Combine culture and history with advertisement, the finally part of the study demonstrates the works applying the brushworks of Sung We-Chon into the case of Chin-Tien Mansion.

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23

Lin, Yow-Ya, and 林幼雅. "The Relationship of Firm Core Resources,Capabilities and Competitive Strategy:The Real Estate Advertising and Sales Agency of Kaoshiung." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/26183556101669935448.

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24

Lin, Ming-chi, and 林明吉. "The Impacts of Different Advertising Media on Sales of Real Estate- An Example in Pali New Taipei City." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/374apr.

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Abstract:

碩士
國立臺灣科技大學
管理研究所
103
This study aims to examine how homebuyers’ willingness is influenced by the different types of advertising media. Specifically, to discover which is the most efficient type to draw homebuyers’ attention and make them actively enquire about more details of the sale. In addition, persuading the buyers to enter the reception then having an in-depth understanding about the sale through the introduction of the salesman. Furthermore, improving purchase intention as well as reaching the purpose of advertising. Different advertising media plays different roles and function in the different stages of promotion. Based on the amount of customers, the strength and frequency of advertising may be adjusted. To measure the impact of different types of advertising media on homebuyers, the case of construction company A’s sale in Bali, New Taipei City will be analyzed. The results show that the top three attractive and effective advertising media are outdoor billboards, advertisements on newspapers and online advertisements. They are not only the most appealing but also the most economical types. Results of this study may provide advice to vendors of real estate for advertising strategies.

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25

Lai, chun-feng, and 賴峻峰. "An Investigation into the Impact of Online Real Estate Advertising and Brand Image on Consumer Purchase Intention Using the Media Richness Theory —An empirical study of Real Estate Industry in Taitung Region." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/7n3j9k.

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Abstract:

碩士
國立臺東大學
進修部環境經濟資管碩專(假日)
106
With the rapid popularization of the Internet, modern modes of interaction and purchasing needs and methods have undergone drastic change. Accelerated developments in e-commerce have furthermore increased the diversity and extensiveness of all types of online advertising. Not only have Internet resources resulted in faster and more convenient access to information, home buyers now even rely on online advertising to make their real estate purchases. All major real estate agencies have become aware that future, potential clients may exhibit changes in listing preferences and real estate purchasing habits with the increasing prevalence of online shopping. Therefore, to enhance and accentuate their brand image, the online real estate advertising campaigns launched by these agencies have become increasingly diversified and reactive. Enhancing the click rate for all types of listings, so as increase visibility and drive the purchase motivation of users, will be key to the sustainable operations of real estate businesses. This study, conducted in the Taitung region, explores the impact media richness and brand image have on the attitudes and subjective norms affecting consumer purchase intention using the Media Richness Theory (MRT) as its theoretical basis. Through a rigorous theoretical development process, a causal model of the impact online real estate advertising and brand image has on purchase intention is established. This study furthermore uses the partial least squares technique to engage in authentication and checking of the conceptual framework and research hypothesis established. Research results indicate that “media richness” and “brand image” exhibit extremely significant impact, and that “media richness” has extremely significant impact on the “attitudes” and “subjective norms” of consumer purchase intention. The study also finds that “brand image” has significant impact on both the “attitudes” and “subjective norms” affecting consumer purchase intention. It is hoped that the outcomes of this study can enable real estate businesses and researchers to effectively understand the impact factors online real estate advertisements have on the related perceptions of consumers and serve as an important reference and research basis for exploring the impact relationship of purchase intention, thereby allowing real estate agencies to effectively enhance their business performance.

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26

Chun-Kuei, Peng, and 彭春貴. "A Study of the Difference between Consumer Knowledge and Experience Brought about by Advertising Messages-- Real Estate Sale in Kaohsiung." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/54562013776511193473.

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Abstract:

碩士
國立高雄應用科技大學
商務經營研究所
93
Abstract Property is an important financial investment in Taiwan. For most people, the largest amount of capital they have ever had in life is probably spent on property. Real estate information comes from advertisements, but which advertising media provide this information and what influence do advertising messages have on purchase? The purpose of this study is to explore consumer expectation of building products, consumer satisfaction with the actual purchase, the imbalance between market demand and supply by construction companies, and the discrepancy between consumer expectation and the product/service offered. Market strategy and advertising effect are also researched through in-depth interviews with real estate dealers in case studies. It is found that the consumers interviewed attach more importance to the overall price, unit price, payment (loan) conditions, architectural structure, indoor area and interior finish. These are what dealers should take into account when planning architectural products. To improve product quality, there is a need to increase research and development in areas where consumer expectation is higher than actual experience—indoor area and interior finish, architectural structure, unit price, overall price, public facilities, car parking spaces and elevators. This means marketing companies must work on the training of service personnel so as to bring greater consumer satisfaction. Demographic statistics have shown that gender, age, occupation, education and income affect the disparity between consumer expectation and the actual experience of architectural products. Younger consumers, for instance, have a stronger need for self accommodation and there is a higher acceptance of building products among them. As income increases, the surrounding environment becomes more important. Studying the reason and timing of purchase helps real estate dealers to clearly identify the needs of consumers when planning architectural products that meet market demand. Furthermore, in the assessment of the advertising effect of different media, regression analysis is used to construct a mathematical model in accordance with the advertising media input item and quantity. This serves as advertising and marketing strategy reference for real estate dealers in the advertising input and output prediction of similar cases.

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27

Liao, Kuo-Ping, and 廖國平. "The Relationship Among Service Quality, Brand Image, Word-of-Mouth, Advertising Endorsers, and Purchase Intention:A Case of Real Estate Industry." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/05696554803028410555.

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Abstract:

碩士
萬能科技大學
經營管理研究所在職專班
105
In the Real Estate Brokerage Industry, customer's purchase intention is usually affected by the qualiy of business service. In the age of information transparency, it’s easy for costumers to get informations of proposed housing prices. Many real estate enterprises are seeking possible ways to improve the impact of transparency in a different way to make a breakthrough. Most customers choose the company’s business by corporate service quality,brand image, word-of mouth, advertisement spokesman and Therefore, the purpose of this stuy is to take the real estate brokerage industry for an example and discuss the factors involed in customer's purchase intention. Refering to other scholars discussion, this study develop a new structure to further understand its relevance to customer's purchase intention. The survey is completed through questionnare data. 500 copies of questionnares were delivered to 500 experienced respondents in Taoyuan，a total of 500 questionnaires recovered a total of 473 valid samples, the effective rate was 94.6%. The collected data were analyzed over software SPSS 17.0. The statistical methods including descriptive statistics, factor analysis, reliability analysis, validity analysis, & regression analysis are used to verify the hypothesis. By empirical findings, summarized in the following conclusions: First, the service quality,brand image, word-of mouth,purchase intention showed a significant positive relationship. Second, the service quality vs advertisement spokesman showed a significant positive relationship. Third, the brand image and word-of mouth in the service quality and the purchase intention showed a complete intermediary. Fourth, the advertisement spokesman vs the purchase intention and the quality of service vs the purchase intention between no significant positive relationship. Based on the above conclusions, the real estate brokerage industry as a reference to provide business management, it can also provide reference and recommendations on the basis of academic research in the future.

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Lu, Hsin-I., and 呂信億. "The effect between advertising appeals and consumer brand choice on the real estate agencies：The mediating role of brand attitude and brand trust." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/42222227881261008932.

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Abstract:

碩士
南台科技大學
企業管理系
96
With the advancement of advertisement industry and internet technology in modern society, most consumers widely utilize the services of real estate agencies for time-conserving purposes, creating a relatively competitive real estate market. Many reality agencies, intending to establish credibility, implement various advertisement effects to develop brand reputation. Recently, instead of using rational advertising strategy, many real estate agencies’ use emotional advertising strategy, establishing affectionate scenes to impress consumers. Therefore, it is important to explore the advertising strategies that can best influence consumer decision/choices. This study is primarily focused on the real estate agencies’ advertising strategies, by using the rational and emotional advertising appeal, to discover the prominent strategy for the consumers. The study establishes the degree of the consumer involvement with the housing as a control variable to examine the effects of consumer attitudes and trusts toward the brand name and furthers the influence on consumer choices. This study employed convenience sampling and Structure equation model to examine the research model. According to the results, the consumers have influence on advertisement’s effects and induced more positive brand attitudes and brand trusts. It also found a mediating effect of brand attitudes and trusts in the relationship between brand choices. In the group of high involvement have influence on advertisement’s effects, but in the group of low involvement must do as services show on the advertising strategies. In the future, this study will be to provide advertising strategies for the real estate agencies.

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