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Advertising Psychology & Consumer Behavior
Apartment House
Message Strategy Analysis

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Contents
1. About apartment brand
2. Analysis about ‘Lotte Castle’
3. Analysis about ‘e-편한세상’
4. Evaluation & Proposal
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Why
Apartment brand age
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Increased income
Increased desire about quality
Apartment
satisfied people’s desire
In korea,
APT means
Financial technology means
Display to another
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Conversion of APT
into brand
Consumer want a more differential value than property
Companies want to get
competitive position
Increased housing diffusion rate
Increased housing supplier
Consumers lead
the housing market
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Why
High involvement
but
Image advertising
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Premium APT category
Using celebrity strategy
Common APT category
Strategy differentiation
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Brand Outline
Premium prestige apartment house
Basic conc…