金秋十月开发商持续加大推盘力度 广告投放量再攀升

房天下房天下  作者：王红杰  2015-10-16 00:30

[摘要] 金九已过，银十到来，开发商更是积极应市，加快推盘脚步，各大项目延续发力，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。

金九已过，银十到来，开发商更是积极应市，加快推盘脚步，各大项目延续发力，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2个项目，投放量是1.5。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。其中投放量多的区域为高新区，又以弘润金茂府项目广告投放量多。

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。

RDER-COLLAPSE: collapse" height="140" width="600">

RDER-: #000000 0.5pt solid;HEIGHT: 42pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 92.25pt;VERTICAL-ALIGN: middle;BACKGROUND: #ccffcc;WHITE-SPACE: normal;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 700;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-pattern: none none;mso-protection: locked visible" height="56" rowspan="2" width="123" x:str="">楼盘名称	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 46.5pt;VERTICAL-ALIGN: middle;BACKGROUND: #ccffcc;WHITE-SPACE: normal;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 700;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-pattern: none none;mso-protection: locked visible" height="28" width="62" x:str="">潍坊晚报	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 54pt;VERTICAL-ALIGN: middle;BACKGROUND: #ccffcc;WHITE-SPACE: normal;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 700;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-pattern: none none;mso-protection: locked visible" height="28" width="72" x:str="">晨鸿信息	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 54pt;VERTICAL-ALIGN: middle;BACKGROUND: #ccffcc;WHITE-SPACE: normal;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 700;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-pattern: none none;mso-protection: locked visible" height="28" width="72" x:str="">齐鲁晚报	RDER-: #000000 0.5pt solid;HEIGHT: 42pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 203.25pt;VERTICAL-ALIGN: middle;BACKGROUND: #ccffcc;WHITE-SPACE: normal;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 700;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-pattern: none none;mso-protection: locked visible" height="56" rowspan="2" width="271" x:str="">项目近期活动
RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 46.5pt;VERTICAL-ALIGN: middle;BACKGROUND: #ccffcc;WHITE-SPACE: normal;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 400;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-pattern: none none;mso-protection: locked visible" height="28" width="62" x:str="">投放量	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 54pt;VERTICAL-ALIGN: middle;BACKGROUND: #ccffcc;WHITE-SPACE: normal;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 400;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-pattern: none none;mso-protection: locked visible" height="28" width="72" x:str="">投放量	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 54pt;VERTICAL-ALIGN: middle;BACKGROUND: #ccffcc;WHITE-SPACE: normal;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 400;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-pattern: none none;mso-protection: locked visible" height="28" width="72" x:str="">投放量
RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 92.25pt;VERTICAL-ALIGN: middle;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 400;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-protection: locked visible" height="28" width="123" x:str="">弘润金茂府	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 46.5pt;VERTICAL-ALIGN: middle;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 400;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-protection: locked visible" height="28" width="62" x:num="1">1	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 54pt;VERTICAL-ALIGN: middle;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 400;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-protection: locked visible" height="28" width="72">	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 54pt;VERTICAL-ALIGN: middle;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 400;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-protection: locked visible" height="28" width="72">	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 203.25pt;VERTICAL-ALIGN: middle;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 400;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-protection: locked visible" height="28" width="271" x:str="">233-345㎡稀缺别墅荣耀亮相
RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 92.25pt;VERTICAL-ALIGN: middle;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 400;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-protection: locked visible" height="28" width="123" x:str="">金鼎华府	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 46.5pt;VERTICAL-ALIGN: middle;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 400;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-protection: locked visible" height="28" width="62" x:num="0.5">0.5	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 54pt;VERTICAL-ALIGN: middle;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 400;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-protection: locked visible" height="28" width="72">	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 54pt;VERTICAL-ALIGN: middle;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 400;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-protection: locked visible" height="28" width="72">	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 203.25pt;VERTICAL-ALIGN: middle;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 400;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-protection: locked visible" height="28" width="271" x:str="">10.18新营销中心盛大开业
RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 92.25pt;VERTICAL-ALIGN: middle;BACKGROUND: #ffff00;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 700;COLOR: #ff0000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-pattern: none none;mso-protection: locked visible" height="28" width="123" x:str="">合计	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 46.5pt;VERTICAL-ALIGN: middle;BACKGROUND: #ffff00;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 700;COLOR: #ff0000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-pattern: none none;mso-protection: locked visible" height="28" width="62" x:num="1.5">1.5	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 54pt;VERTICAL-ALIGN: middle;BACKGROUND: #ffff00;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 700;COLOR: #ff0000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-pattern: none none;mso-protection: locked visible" height="28" width="72" x:num="0">0	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 54pt;VERTICAL-ALIGN: middle;BACKGROUND: #ffff00;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 700;COLOR: #ff0000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-pattern: none none;mso-protection: locked visible" height="28" width="72" x:num="0">0	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 203.25pt;VERTICAL-ALIGN: middle;BACKGROUND: #ffff00;WHITE-SPACE: normal;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 700;COLOR: #ff0000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-pattern: none none;mso-protection: locked visible" height="28" width="271" x:num="1.5">1.5

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二、各区域纸媒投放分析

RDER-COLLAPSE: collapse" height="112" width="633">

RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 83.25pt;VERTICAL-ALIGN: middle;BACKGROUND: #ccffcc;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 700;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-pattern: none none;mso-protection: locked visible" height="28" width="111" x:str="">区域	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 81pt;VERTICAL-ALIGN: middle;BACKGROUND: #ccffcc;WHITE-SPACE: normal;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 700;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-pattern: none none;mso-protection: locked visible" height="28" width="108" x:str="">楼盘名称	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 51.75pt;VERTICAL-ALIGN: middle;BACKGROUND: #ccffcc;WHITE-SPACE: normal;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 700;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-pattern: none none;mso-protection: locked visible" height="28" width="69" x:str="">投放量	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 207pt;VERTICAL-ALIGN: middle;BACKGROUND: #ccffcc;WHITE-SPACE: normal;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 700;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-pattern: none none;mso-protection: locked visible" height="28" width="276" x:str="">优惠	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 51.75pt;VERTICAL-ALIGN: middle;BACKGROUND: #ccffcc;WHITE-SPACE: normal;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 700;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-pattern: none none;mso-protection: locked visible" height="28" width="69" x:str="">合计
RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 83.25pt;VERTICAL-ALIGN: middle;WHITE-SPACE: normal;FONT-WEIGHT: 400;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-protection: locked visible" height="28" width="111" x:str="">高新区	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 81pt;VERTICAL-ALIGN: middle;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 400;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-protection: locked visible" height="28" width="108" x:str="">弘润金茂府	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 51.75pt;VERTICAL-ALIGN: middle;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 400;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-protection: locked visible" height="28" width="69" x:num="1">1	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 207pt;VERTICAL-ALIGN: middle;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 400;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-protection: locked visible" height="28" width="276" x:str="">233-345㎡稀缺别墅荣耀亮相	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 51.75pt;VERTICAL-ALIGN: middle;FONT-WEIGHT: 700;COLOR: #ff0000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-protection: locked visible" height="28" width="69" x:num="1">1
RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 83.25pt;VERTICAL-ALIGN: middle;WHITE-SPACE: normal;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 400;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-protection: locked visible" height="28" width="111" x:str="">奎文区	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 81pt;VERTICAL-ALIGN: middle;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 400;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-protection: locked visible" height="28" width="108" x:str="">金鼎华府	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 51.75pt;VERTICAL-ALIGN: middle;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 400;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-protection: locked visible" height="28" width="69" x:num="0.5">0.5	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 207pt;VERTICAL-ALIGN: middle;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 400;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-protection: locked visible" height="28" width="276" x:str="">10.18新营销中心盛大开业	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 51.75pt;VERTICAL-ALIGN: middle;FONT-WEIGHT: 700;COLOR: #ff0000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-protection: locked visible" height="28" width="69" x:num="0.5">0.5
RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 83.25pt;VERTICAL-ALIGN: middle;BACKGROUND: #ffff00;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 700;COLOR: #ff0000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-pattern: none none;mso-protection: locked visible" height="28" width="111" x:str="">合计	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 81pt;VERTICAL-ALIGN: middle;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 400;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-protection: locked visible" height="28" width="108">	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 51.75pt;VERTICAL-ALIGN: middle;BACKGROUND: #ffff00;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 700;COLOR: #ff0000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-pattern: none none;mso-protection: locked visible" height="28" width="69" x:num="1.5">1.5	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 207pt;VERTICAL-ALIGN: middle;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 400;COLOR: #000000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-protection: locked visible" height="28" width="276">	RDER-: #000000 0.5pt solid;HEIGHT: 21pt;BORDER-RIGHT: #000000 0.5pt solid;WIDTH: 51.75pt;VERTICAL-ALIGN: middle;BACKGROUND: #ffff00;BORDER-BOTTOM: #000000 0.5pt solid;FONT-WEIGHT: 700;COLOR: #ff0000;FONT-STYLE: normal;TEXT-ALIGN: center;BORDER-LEFT: #000000 0.5pt solid;mso-pattern: none none;mso-protection: locked visible" height="28" width="69" x:num="1.5">1.5

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

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三、纸媒投放量对比分析

本周纸媒广告投放量为1.5，较上周有所上升。十月旺季持续，开发商延续推盘，更加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。

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