CONSUMERS' INVOLVEMENT IN ADVERTISING STRATEGIES FORR PRIVATE RESIDENTIAL PROPERTIES

Abstract

The aim of advertising is to promote the product to consumers. This study has attempted to assess the effectiveness of advertisements of private residential properties from the consumers' perspective. For this purpose, the different media for advertising private housing, degree of importance of information through each medium, creativity of print advertisement and the significance of visual versus verbal stimuli have been discussed. The survey of potential private housing buyers on media shows that television is the most effective advertising media. This may be due to the popularity of watching television programs as a family activity. Most of them look out for "location" of the developments from television and newspaper advertisements arising from their ability to provide a location map. They expect to know the "price" from radio advertisements because of its restricted visual stimulus. Furthermore, the survey on creativity of contents of newspaper advertisements discovers that the bigger the size of advertisement for private housing, the more effective it is. Keeping size constant, a full-colored advertisement works better than a black-and-white one due to their capability to block out competing images. Bigger font size for main message should be used to capture attention with precise information