홍보(publicity)가 주택 분양에 미치는 영향에 관한 연구

다국어 초록 (Multilingual Abstract)

There are various marketing methods in the sales market of real estate, because real estate has many different characteristics contrary to other general goods. Publicity is one of the most used pre-sale marketing tools among the various marketing methods in the aspect of the easiness in gaining the reliability. However, the concept of publicity is often confused with those of marketing, advertisement, and promotion, which makes it less effective. In this study, after we examine the various concepts concerning publicity, and carry out a survey targeting related field experts, we intend to grasp the current state of the publicity activities and management.
As for the results of this empirical study, the specialists of sales marketing use the diverse tools according to the pre-sale stage and they consider the price first prior to establishing other sales strategies. They are mostly using the publicity as the means of sales marketing, especially focusing on the residential properties. In the aspect of publicity management, publicity planning and consulting become accepted as the most important tasks. Whenever the negative effects of publicity are generated, the publicists cope with them actively.
This study is the first step for systematic and academic research concerning publicity in the housing sales market. This empirical research will have implications for the planning of publicity activity in the pre-sale market of real estate.