[摘要] 本周投放平面媒体有5个项目,投放量是6。本周平面媒体区域分布主要在四个区域,分别是奎文区、高新区、寒亭区以及潍城区。其中投放量多的区域为奎文区,其中又以潍京项目广告投放量多。
“银四”过半,潍坊楼市一直处于平稳发展阶段。此时,开发商推盘更加看重优惠,推出不同形式的促销活动借机聚拢人气,同时推盘时更加理性,选择纸媒投放短期促销广告更趋谨慎。本周5项目投放纸媒广告,广告投放量较上周有所下降,以此来看开发商推盘不重广告重优惠。
一、本周纸媒投放量分析
本周投放平面媒体有5个项目,投放量是6。本周平面媒体区域分布主要在四个区域,分别是奎文区、高新区、寒亭区以及潍城区。其中投放量多的区域为奎文区,其中又以潍京项目广告投放量多。
本周媒体的监测范围包括《潍坊晚报》、《齐鲁晚报》等对潍坊影响力较大的报纸资讯类平面媒体。报纸广告发布版面量统计以1表示一个整版、1通栏=0.25整版、1半版=0.5整版为准。
平面媒体广告投放统计(2015.4.10-2015.4.16)
RDER-: windowtext 0.5pt solid;HEIGHT: 42pt;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 79pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: #ccffcc" height="56" rowspan="2" width="105">楼盘名称 | RDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 54pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc" width="72">潍坊晚报 | RDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 54pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc" width="72">齐鲁晚报 | RDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 199pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: #ccffcc" rowspan="2" width="265">项目近期活动 |
RDER-: windowtext;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 54pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc" height="28" width="72">投放量 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 54pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc" width="72">投放量 | ||
RDER-: windowtext;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent" height="28">欣泰世纪城 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">1 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent"> | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 199pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent" width="265">亲水多层 3288元/㎡起 火爆认筹中 |
RDER-: windowtext;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent" height="28">潍京 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">3 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent"> | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 199pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent" width="265">百万豪宅5折购 购房另享四重豪礼 |
RDER-: windowtext;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent" height="28">潍坊万达广场 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">0.5 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent"> | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 199pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent" width="265">醇熟现铺特价20席 超低价60万/套 |
RDER-: windowtext;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent" height="28">恒大翡翠华庭 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">0.5 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent"> | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 199pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent" width="265">非毛坯准现房高优惠20万/套 疯抢3天倒计时 |
RDER-: windowtext;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent" height="28">弘润金茂府 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">1 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent"> | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 199pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent" width="265">143-193㎡精致阳光小高层 火爆发售 |
RDER-: windowtext;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: yellow" height="28">合计 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: yellow">6 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: yellow">0 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 199pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: yellow" width="265">6 |
推荐阅读:
开发商理性推盘重优惠 潍坊楼市金三缓回暖
二、各区域纸媒投放分析
RDER-: windowtext 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 83pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: #ccffcc" height="28" width="111">区域 | RDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 81pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc" width="108">楼盘名称 | RDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 52pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc" width="69">投放量 | RDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 203pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc" width="270">优惠 |
RDER-: windowtext;HEIGHT: 42pt;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 83pt;BORDER-BOTTOM: black 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent" height="56" rowspan="2" width="111">奎文区(2) | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 81pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent" width="108">潍京 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">3 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 203pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent" width="270">百万豪宅5折购 购房另享四重豪礼 |
RDER-: windowtext;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 81pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent" height="28" width="108">潍坊万达广场 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">0.5 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 203pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent" width="270">醇熟现铺特价20席 超低价60万/套 | |
RDER-: #f0f0f0;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 83pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent" height="28" width="111">高新区 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 81pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent" width="108">弘润金茂府 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">1 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 203pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent" width="270">143-193㎡精致阳光小高层 火爆发售 |
RDER-: #f0f0f0;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 83pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent" height="28" width="111">寒亭区 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">欣泰世纪城 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">1 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 203pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent" width="270">亲水多层 3288元/㎡起 火爆认筹中 |
RDER-: #f0f0f0;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 83pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent" height="28" width="111">潍城区 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">恒大翡翠华庭 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">0.5 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;WIDTH: 203pt;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent" width="270">非毛坯准现房高优惠20万/套 疯抢3天倒计时 |
从投放数量来看,本周奎文区有2个楼盘投放广告,高新区、寒亭区以及潍城区各有1个楼盘投放广告。从投放量来看,奎文区投放量多,投放量为3.5。从投放内容来看,开盘优惠、低价促销仍是主流。
推荐阅读:
开发商理性推盘重优惠 潍坊楼市金三缓回暖
三、纸媒投放量对比分析
本周纸媒广告的投放量为6,较上周有所下降。“银四”过半,开发商推盘更显理性,因此本周广告投放较上周处于下降态势。总体来看潍坊楼市仍处于平稳发展阶段。
推荐阅读:
开发商理性推盘重优惠 潍坊楼市金三缓回暖
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