根據2004年ACNielsen媒體研究的媒體接觸率,電視是台灣最有影響力的媒體。電視廣告自然而然成為影響消費大眾最深刻的強勢媒體。房屋仲介公司經過業者多年來的努力,並藉由最強大的媒體–電視廣告,逐次建立其在消費大眾的「品牌形象」、連結家與社區的溫馨訴求、強調專業與信賴、以及資訊科技的搭配使用,均吸引了消費大眾極大的注意。 本研究是台灣近年來,首見對於「房屋仲介公司電視廣告策略」所做的質化研究。共計蒐集自1998至2005年台灣地區全國性品牌房屋仲介公司,於各電視台所託播的電視廣告,其中信義房屋廣告11檔、永慶房屋廣告7檔、中信房屋廣告4檔、住商不動產廣告4檔、力霸房屋廣告2檔、太平洋房屋廣告2檔,總計共30檔電視廣告。透過廣告文本分析與解讀,歸納房屋仲介公司電視廣告的潮流與趨勢,並參酌EKB消費者行為模式,運用焦點群體訪談,檢視房屋仲介公司電視廣告策略的適切性。期望能運用分析之結果,提供給房屋仲介業及其廣告代理商,作為未來廣告策略制定的參考。
In Taiwan, “television” is the most effective media according to the survey of ACNielsen’s media contact rate in 2004. Television advertisement is the most profound media. After many years’ efforts, the Real Estate Corporation, thru television media, has established the brand image in the consumer. Linking the warm image of family and community, emphasis on specialization and trust, and coupled with the use of information technology, Television advertisements of real estate brokerage industries have attracted the consumer’s great attention. This research is the first qualitative research for the issue about “Real Estate Corporation Television Advertisement Strategy” in recent years in Taiwan. This research has collected 30 units of Taiwan Real Estate Corporation television advertisements produced from 1998 to 2005. Through the television advertisement text analysis, this study generalizes the advertising trends delivering by the Real Estate Corporations. With consultation to EKB consumer behavior model, using groups focus interview, this study reviews if the Real Estate television advertisement strategy is effective and explores different responses from the consumers with different backgrounds. It is expected that using the result of analysis will give Real Estate Corporation and advertising agent future reference for advertisement strategy.