EVALUATION OF ADVERTISING AND MARKETING TOOLS COMMONLY EMPLOYED BY SHOWFLATS

Abstract

In Singapore, almost all developers of new condominium development begin their sales at a Showflat. This research aims to evaluate the effectiveness of five of the most commonly employed advertising tools employed by developers to advertise their Showflats. Faced with pessimistic market and economic conditions in recent years, this research would help developers optimise their marketing and advertising strategies. Additionally, this research seeks to identify possible correlations between the effectiveness of the five advertising tools and respondents’ demographics, in terms of age, education, income and purpose of visit. Data was generated from a survey of 127 respondents. A theoretical framework was introduced and applied to this data. Findings revealed that Newspaper Advertising was the most effective advertising tool for the survey sample size. By filtering the input information, developers will be able to utilise the theoretical framework for the evaluation of the effectiveness of the five advertising tools on different market segments. Survey data was also analysed through binary logistic regression in order to unravel any underlying correlations between the effectiveness of the five advertising tools and respondents’ demographics. Regression output suggested three correlations. Firstly, the effectiveness of Internet Advertising and Respondent’s Age is negatively correlated. Secondly, the effectiveness of Newspaper Advertising and Respondent’s Age is positively correlated. Lastly, the effectiveness of Newspaper Advertising and Respondent’s Income is also positively correlated.