부동산마케팅에서 광고관리에 관한 연구

A Study on the Advertising Management in Real Estate Marketing

In this study We hope to answer the question, “In real estate marketing, how to do advertising management efficiently. In order to solve the research problem, we have established specific objectives of this study as follows. First, we should explain advertising concept and marketing communication model in real estate marketing. Second, we should propose the advertising strategy in terms of advertising objective, message, and measurement to advertising effectiveness in real estate. We have explored theoretical background to accomplish the research objectives by reviewing the related previous researches, reports, and case studies on marketing in real estate. The findings of this study can suggest the implications as follows. First, the advertising concept and marketing communication model in real estate marketing are analyzed. Secondly, the strategy of managing advertising(for example, advertising objective, message, and measurement to advertising effectiveness in real estate) are specifically proposed. They will contribute to theoretical progress of understanding on advertising in real estate. Our study enlarges general marketing to real estate marketing by analyzing advertising management. However, our implications should be evaluated in the light of certain limitation. Because our study shows the characters of exploring study, the future study of cross-sectional design survey should be conducted so that advertising management in real estate can be assessed more accurately.