THE EFFECTS OF NEWSPAPER ADVERTISING ON THE SALE OF CONDOMINIUMS

Abstract

Many studies have shown the effects of advertising on consumer goods but not in the case of real estate. It is questionable if the relationships hold true in real estate sector, considering the difference in nature of the products that are sold. This paper aims to examine the relationship between newspaper advertising and the sales of condominium projects. The research was done using the data of 20 condominium projects in Singapore which were fully sold before construction was completed. It was discovered that by increasing the number of advertisement frequencies, size frequencies and number of classified advertisement frequencies, there will be a rise in transacted price of condominiums. Results have supported the conjecture that newspaper advertising has a positive impact on the sales of condominiums.