三大纪律关于房地产广告让房地产广告“整合化”,拒绝把房地产广告“报广化”。让房地产广告“全程化”,拒绝把房地产广告”阶段化”。让房地产广告“公司化”,拒绝把房地产广告“工作室化“ (无论是不是做房地产广告的,一提到房地产广告——就认为它是广告的另一个物种,和我们常见的那种产品广告大大不同,于是,房地产广告人就理直气壮地闭门造车起来,这多少有点自欺欺人。房地产广告固然有其短期性和地域性,但这不能成为我们放弃创意无视策略不讲科学的理由!过于脱离广告,使得房地产广告DM化,从报广到楼书都更近似于精美的产品说明书。其实,无论什么广告,都是广告的一种,面 Three major disciplines on real estate advertising real estate ads “integration”, refused to real estate ads “reported broad.” Let real estate ads “full”, refused to real estate ads “stage”. “Corporatising real estate ads” and refusing to “studioize” real estate ads (whether it’s real estate ads or real estate ads - think of it as another species of advertising, and our common product Advertising is very different, so real estate advertisers confidently behind closed doors, which is a bit self-deception. Real estate advertising, of course, its short-term and regional, but this can not be our reason to give up creative ignoring the strategy does not speak science! Too much from advertising, Making the real estate advertising DM, from newspaper to floor book are more similar to the exquisite product manual.In fact, no matter what the ads are a kind of advertising, surface