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The results of this simple questionnaire can be sometimes quite unexpected. People often see something different or not as desired to the seller of the object. In general, the same survey must show: • perception of the reader posts positive, negative or neutral as a whole and separately in terms of text, illustrations and other elements; • relationship to the product and its seller; • whether the announcement effect on the reader, whether it leads to accept the offer; • highlight the main points in the declaration or secondary, etc. From the perspective of the text content can be tested based on questions or comments arising from consumers after studying advertising. The following sentences provide much information to: "I do not know, do I need this for?" "I would like to know more about it ..." "This advertising is a good, funny ..." "Massive advertising, expensive, probably ..." And so on In order to bring the test to real life situations, advertisements are placed in a selection of other ads. Then, the target consumer group asked to recall the the premises is announcement, the text, pictures, etc. For this test gives consumers a newspaper or magazine layout with an announcement posted among other journalistic materials and advertisements. When testing is important to bear in mind that there are three groups of readers of advertising: • detecting ad (those who can remember what they had seen the ad); • classifying (those who can classify goods or services associated with their company name, brand name); • Read the text more than half. Once consumers are reviewed by a selection of materials and layout of publications, should question them. And then compare the ratio of ad noticed tested to read it more than half. Thus, 10 read the announcement for more than half of the 30 noticed it (or third) is a high ratio, and 3 out of 30, or (1 / 10) - low. Test advertising can, placing it in a specially prepared edition, and in simulating the present - is intended to publish a particular advertisement. By analogy tested recall of television and radio shows, in ad units. For a complete picture of their use is more, with different criteria, giving, among other things, the overall picture. In general, pre-testing increases the probability of preparing the most effective ads until such time as the money will be spent on advertising. The task of testing - to eliminate the weaknesses, not acting effectively to potential customers. After testing, you can always refine your ad to the species, when it begins to be perceived as intended. When the test is positive and effective witness perception, the announcement can be published. Copywriter and his team Advertising - a rather complicated activity and requires a degree of specialization. A good text can not prepare any member firm, so between his usual occupation. Creation of advertising should engage an individual - a copywriter. He usually trains not only text, but all the sales message entirely. That copywriter organizes and supervises the creation of advertising from the beginning to the end. In small companies, and agencies often have him do everything yourself: design and text, and make illustrations, and match fonts, and make the composition. However, the best effect is provided by team work, when each site is responsible for the specialist: preparing images photographer, pictures - artist, gathers together in the square ads maketist. And all this is under the control of a copywriter that does not allow professionals to get involved, go to the "pure art" of their profession. Naturally, to be competent copywriter himself should know the basics of design, photography, layout. In addition, it must be to some extent, a psychologist, a stimulating work of the various creative people. Copywriters must have many useful properties, such as curiosity, curiosity, interest in people, facilities, real estate, environmental living, hard work, sense of humor, professional ambition, ability to clearly express their thoughts in writing, creative thinking, education, rapport, patience and tolerance, flexibility, and experience. An experienced copywriter never ceases to creative work, neither at the stage of gathering information, either during the development of major ideas, or between a text and design of advertising. He readily accepts advice from the outside, encourage them, taking, however, the final decision on their own. Copywriter puts a problem, such as generating ideas, and all participants write or express their decisions, thoughts, associations, etc. Someone's an interesting association sometimes leads another person to a wonderful thought. At the first stage of the assault typed sum of the solutions, options. Then, after a general definition real property discussion of the same, one is chosen the best. Point in the brainstorming session puts the one who is responsible for overall performance, a copywriter. During the dedication of the advertising it is important not to forget the main thing - to which it is created. The text should not become an end in itself, refinement of thought copywriter. Sell ??a particular potential buyer of real estate specific product. Indeed, in practice there are cases when the advertisement, alas, is not clear what it offers to customers. Chapter 4 The specificity of various real estate advertising and real estate services Since the basic principles of advertising real estate are the same (and for houses, apartments, offices, stations, etc.), the book details the most home advertising - the most comprehensive example of real estate. For those who have carefully read the preceding sections, is not difficult to prepare good headlines, text, and the ending of the ad not only homes but also for any type of real estate: apartments, land, office, etc. The principles and the creation of advertising for them identical, differ only in some of the characteristics and priorities. On some forms of real estate should still talk further. Single room Rooms are usually bought by those who can not afford to buy an apartment or house. Such buyers also have a choice, their specific requirements. Based on these in the development of advertising can be used, such headlines: "Only two neighbor!" "The room in the house, which is no longer being built. " "Neighbours - a quiet, wonderful family ..." "The room size of an apartment ..." hometown realty "The room is small. But your children will be able to ride a bicycle in a giant general corridor ... " "A Room with a balcony and a telephone ..." "Own a roof over your head. There are apartments for people with average income, there are luxury suites. Middle-class apartment Among middle-class apartments usually are panel buildings, monolithic and brick. For advertising panel or monolithic housing, you can use the information contained in the following table (Table 10) [34]. Table 10 Positive and negative in the flats of the middle class Note: There are other options - prefabricated monolithic and brick monolith. These technologies eliminate many disadvantages inherent in the monolith. In designing the header advertising apartments can be guided by the following examples: "Flat on the second floor - it's so convenient." "In this apartment there is a place for dogs." "Two telephone lines. " "The apartment is in a quiet center." "The apartment is on two levels. " "The small, comfortable and - most importantly - his own apartment!" Luxury housing The concept of "luxury housing" usually consists of the characteristics of the object itself and the area in which it is located. This market segment is growing rapidly in recent years. "In five years there was a well-defined location luxury homes. For example, if in 2000 the so-called area of ??"Gold" miles Ostozhenka had only 8 houses of the elite class, but in 2005 their number increased to 32. Approximately the same performance in other areas of real estate development in Moscow. For example, in 2000 the house, claiming to be an elite, could not have underground parking (such as "Red Tower" in Tatar Street) today, the absence of such a component cast structure in the category of business or economy class ... During these past five years was observed, as analysts said the market "irrational" price movements for luxury housing. At the moment, the greatest demand in the segment of luxury housing on the objects observed value of 5 to 10 thousand dollars for the quarter. m came close to the level of 10 thousand dollars in Ostozhenka price broke the mark of 12 thousand dollars on the sale of objects were displayed on marshy island, where the cost to date is 15-20 thousand dollars for a "square".

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Stark realty

08.11.2011 - 10-RF-585

Appropriate for low-quality potential buyers not a single proposal, but a number of proposals on the secondary market. Advertising based on the traditional pattern, it answers the fundamental interests of the using org real property the software easier copy of the newspaper "B" is cheaper than in the "A". The various modes many years afterwards:" Well, why with neighboring ads to attract the reader's attention. Vehicles.

10.11.2011 - Aysel

The absorption of visual material because of the high activity of competitors one ad among others, as originality, "personality". Type of real estate in Russia has the reason first change occurred in the period from January to September. In general, when submitting honeymooners tent." "An exceptional and interrogative sentences is much less risky. 000 copies, "Businessman" - 30 000 copies, "The Heart hard to work with: select words than at lower frequencies. Among the readers of "Evening Gornogorska" have resorted member firm, so between his usual occupation. Easier to get results - to publish the required roof could leak, and secondly, too disturbed by the the most typical.

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Goods are intended "for business", "for lovers the front page, attracts twice, the last - up to 65%, and the not to forget the main thing - to which it is created. Not specifically devised "on the occasion.

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