[摘要] 本周投放平面媒体有3个项目,投放量是2。本周平面媒体区域分布主要在三个区域,分别是高新区、潍城区以及寒亭区。其中高新区广告投放量高,为1。
七月已近尾声,此时正值楼市淡季,虽然各大楼盘项目不断推出不同形式的优惠促销活动,但各大开发商推盘时趋于理性,并未掀起营销大战,同时在广告投放的选择上也愈加谨慎,因此本周广告投放量较上周略有下降。
一、本周纸媒投放量分析
本周投放平面媒体有3个项目,投放量是2。本周平面媒体区域分布主要在三个区域,分别是高新区、潍城区以及寒亭区。其中高新区广告投放量高,投放量为1。
本周媒体的监测范围包括《潍坊晚报》、《齐鲁晚报》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。
纸媒广告投放统计(2015.7.24-2015.7.30)
RDER-: windowtext 0.5pt solid;HEIGHT: 42pt;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;WIDTH: 79pt;BACKGROUND-COLOR: #ccffcc" height="56" rowspan="2" width="105">楼盘名称 | RDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;WIDTH: 54pt;BACKGROUND-COLOR: #ccffcc" width="72">潍坊晚报 | RDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;WIDTH: 54pt;BACKGROUND-COLOR: #ccffcc" width="72">齐鲁晚报 | RDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;WIDTH: 203pt;BACKGROUND-COLOR: #ccffcc" rowspan="2" width="271">项目近期活动 |
RDER-: windowtext;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;WIDTH: 54pt;BACKGROUND-COLOR: #ccffcc" height="28" width="72">投放量 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;WIDTH: 54pt;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">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;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">多层3588元/㎡起 12.27交房 |
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"> | 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">193㎡奢华小高层大户型恭迎品鉴 |
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"> | 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">首付2万/起 住85-146㎡非毛坯 享3年无息分期 |
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">0.5 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: yellow">1.5 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;WIDTH: 203pt;BACKGROUND-COLOR: yellow" width="271">2 |
推荐阅读:
开发商推盘重广告主打优惠战 广告投放量攀升
开发商缓推盘 奎文高新区广告投放量平分秋色
二、各区域纸媒投放分析
RDER-: windowtext 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;WIDTH: 83pt;BACKGROUND-COLOR: #ccffcc" height="28" width="111">区域 | RDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;WIDTH: 81pt;BACKGROUND-COLOR: #ccffcc" width="108">楼盘名称 | RDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;WIDTH: 52pt;BACKGROUND-COLOR: #ccffcc" width="69">投放量 | RDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;WIDTH: 205pt;BACKGROUND-COLOR: #ccffcc" width="273">优惠 |
RDER-: windowtext;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;WIDTH: 83pt;BACKGROUND-COLOR: transparent" height="28" width="111">高新区 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">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">193㎡奢华小高层大户型恭迎品鉴 |
RDER-: windowtext;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;WIDTH: 83pt;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;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">首付2万/起 住85-146㎡非毛坯 享3年无息分期 |
RDER-: #f0f0f0;HEIGHT: 21pt;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;WIDTH: 83pt;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">0.5 | RDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid;BORDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent">多层3588元/㎡起 12.27交房 |
从投放数量来看,本周高新区、潍城区以及寒亭区各有1个楼盘投放广告。从投放量来看,高新区投放量高,为1;潍城区及其寒亭区投放量相同,均为0.5。从投放内容来看,优惠政策、低价促销仍是主流。
推荐阅读:
开发商推盘重广告主打优惠战 广告投放量攀升
开发商缓推盘 奎文高新区广告投放量平分秋色
三、纸媒投放量对比分析
本周纸媒广告投放量为2,较上周有所下降。此时正处于楼市淡季,因此开发商以谨慎理性推盘为主,在广告投放上有所收缩,本周广告投放量较上周有所下降,但总体来看潍坊楼市发展平稳。
推荐阅读:
开发商推盘重广告主打优惠战 广告投放量攀升
开发商缓推盘 奎文高新区广告投放量平分秋色
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