TV 영상광고에 나타난 브랜드아파트 이미지 광고 분석과 성과 및 문제점에 관한 연구

As the brand apartment image on TV commercials becomes the main factor for apartment marketing, each company focus on the image publicity of the brand apartment. According to this, as the publicity of current housing market is transferring to image publicity, the brand name and visual publicity method become diverse, and the brand recognition increase brings in the company recognition increase. This effect generated not only the active feedback to create the different image to meet customers'needs, but also active investment of companies to develop new products. However, in spite of the positive changes, there are many problems, such as the difference from exaggerated publicity, lack of information due to focusing on the image, and encouragement of privileged and selected one's pride. Actual effect of the brand apartment is to place the brand which gives customers trust from the first stage of purchase to re-purchase stage. To pursue that purpose, detailed and specific information which can be easily ignored by too much focus on image publicity should be delivered to customers, and the image creation should be sought to narrow the gap between customers expectation and the publicity.