Comparison and Analysis of Apartment Marketing on the TV-CM -focused on 2000's TV-CM-

TV광고를 통해 본 아파트 시장에서의 마케팅 비교${\cdot}$분석 -2000년 이후 광고를 중심으로-

As the housing market is changing, there's a trend that the brand marketing through the TV-CM is increasing. Thus, this study purposes to identify the characteristics and the limit of the marketing on the housing market by analyzing the elements of marketing on TV-CM in the 2000's and comparing the representative business enterprises with each other. In the case of television advertisement, it is dominated by the emotional advertisement which is sensitive and image-oriented than the rational one. In addition, 1 pointed out some problems resulted from the transitional feature of the television advertisement and the gap between the real apartment and its brand image appeared on the advertisement, then I will present corresponding solutions.