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开发商重优惠理性推盘 潍城区广告投放量多

房天下房天下  作者：赵涓如  2015-08-28 02:30

[摘要] 本周投放平面媒体有5个项目，投放量是3.75。本周平面媒体区域分布主要在三个区域，分别是高新区、奎文区以及潍城区。其中投放量多的区域为潍城区，又以恒大翡翠华庭项目广告投放量多。

数据中心八月接近尾声，“金九”旺季到来在即，开发商开始积极应市，各大项目再次发力，推出多种优惠花样手段吸引购房者聚拢人气。各大项目推盘的同时也更加看重广告投放带来的促销效果，从广告投放量来看，本周较上周有所攀升。

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3.75。本周平面媒体区域分布主要在三个区域，分别是高新区、奎文区以及潍城区。其中投放量多的区域为潍城区，又以恒大翡翠华庭项目广告投放量多。

本周媒体的监测范围包括《潍坊晚报》、《晨鸿信息》、《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（2015.8.21-2015.8.27）

RDER-COLLAPSE: collapse" border="0" cellspacing="0" cellpadding="0" width="580">
RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: #ccffcc;WIDTH: 92pt;HEIGHT: 42pt;BORDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid" class="xl81" height="56" rowspan="2" width="123">楼盘名称RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc;WIDTH: 47pt;BORDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid" class="xl81" width="62">潍坊晚报RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc;WIDTH: 47pt;BORDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid" class="xl81" width="62">晨鸿信息RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc;WIDTH: 47pt;BORDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid" class="xl81" width="62">齐鲁晚报RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: #ccffcc;WIDTH: 203pt;BORDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid" class="xl81" rowspan="2" width="271">项目近期活动
RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc;WIDTH: 47pt;HEIGHT: 21pt;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl78" height="28" width="62">投放量RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc;WIDTH: 47pt;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl78" width="62">投放量RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc;WIDTH: 47pt;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl78" width="62">投放量
RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent;HEIGHT: 21pt;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl84" height="28">金都时代新城RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl84">0.5RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl84">RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl84">RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl84">8月30日盛大开盘
RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent;HEIGHT: 21pt;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl84" height="28">恒大翡翠华庭RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl84">0.5RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl84">RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl84">0.75RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl84">豪礼提前抢 家私高达6万
RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent;HEIGHT: 21pt;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl84" height="28">弘润金茂府RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl84">RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl84">RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl84">1RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl84">143-193㎡奢华小高层经典三居恭迎品鉴
RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent;HEIGHT: 21pt;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl83" height="28">金都北苑RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl82">0.5RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl82">RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl82">RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl83">12#楼送欧式风格豪华装修
RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent;HEIGHT: 21pt;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl83" height="28">枫情水岸璞院RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl82">0.5RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl82">RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl82">RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl83">170-360㎡院落洋房5万抵8万限时钜惠
RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: yellow;HEIGHT: 21pt;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl79" height="28">合计RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: yellow;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl79">2RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: yellow;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl79">0RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: yellow;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl79">1.75RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: yellow;WIDTH: 203pt;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl80" width="271">3.75

推荐阅读：

开发商推盘广告与优惠并重 广告投放量攀升

楼市淡季推盘脚步放缓 高新区广告投放量多

开发商推盘重广告主打优惠战 广告投放量攀升

淡季不重广告缓推盘 潍城高新广告投放量多

二、各区域纸媒投放分析

纸媒投放区域分析

RDER-COLLAPSE: collapse" border="0" cellspacing="0" cellpadding="0" width="564">
RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: #ccffcc;WIDTH: 83pt;HEIGHT: 21pt;BORDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid" class="xl80" height="28" width="111">区域RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc;WIDTH: 81pt;BORDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid" class="xl81" width="108">楼盘名称RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc;WIDTH: 52pt;BORDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid" class="xl81" width="69">投放量RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: #ccffcc;WIDTH: 207pt;BORDER-: windowtext 0.5pt solid;BORDER-RIGHT: windowtext 0.5pt solid" class="xl81" width="276">优惠
RDER-BOTTOM: black 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent;WIDTH: 83pt;HEIGHT: 42pt;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl87" height="56" rowspan="2" width="111">潍城区（2）RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;WIDTH: 81pt;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl82" width="108">恒大翡翠华庭RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl83">1.25RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl90">豪礼提前抢 家私高达6万
RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;WIDTH: 81pt;HEIGHT: 21pt;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl82" height="28" width="108">金都北苑RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl77">0.5RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl89">12#楼送欧式风格豪华装修
RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent;WIDTH: 83pt;HEIGHT: 21pt;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl84" height="28" width="111">高新区RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;WIDTH: 81pt;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl82" width="108">弘润金茂府RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl77">1RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl90">143-193㎡奢华小高层经典三居恭迎品鉴
RDER-BOTTOM: black 0.5pt solid;BORDER-LEFT: windowtext 0.5pt solid;BACKGROUND-COLOR: transparent;WIDTH: 83pt;HEIGHT: 42pt;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl85" height="56" rowspan="2" width="111">奎文区（2）RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl83">金都时代新城RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl83">0.5RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl90">8月30日盛大开盘
RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;HEIGHT: 21pt;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl89" height="28">枫情水岸璞院RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl77">0.5RDER-BOTTOM: windowtext 0.5pt solid;BORDER-LEFT: windowtext;BACKGROUND-COLOR: transparent;BORDER-: windowtext;BORDER-RIGHT: windowtext 0.5pt solid" class="xl89">170-360㎡院落洋房5万抵8万限时钜惠

从投放数量来看，本周高新区以及奎文区各有2个楼盘投放广告，潍城区有1个楼盘投放广告。从投放量来看，潍城区投放量多为1.75。从投放内容来看，开盘优惠、低价促销仍是主流。

开发商推盘广告与优惠并重 广告投放量攀升

楼市淡季推盘脚步放缓 高新区广告投放量多

开发商推盘重广告主打优惠战 广告投放量攀升

淡季不重广告缓推盘 潍城高新广告投放量多

三、纸媒投放量对比分析

纸媒投放周分析

本周纸媒广告投放量为3.75，较上周有所上升。九月旺季到来在即，开放商此时虽仍以理性推盘为主，但也看重广告投放的促销效果，同时，总体来看潍坊楼市正在稳健发展。

推荐阅读：

开发商推盘广告与优惠并重 广告投放量攀升

楼市淡季推盘脚步放缓 高新区广告投放量多

开发商推盘重广告主打优惠战 广告投放量攀升

淡季不重广告缓推盘 潍城高新广告投放量多

标签：楼市观察广告监测

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