Effectiveness of advertising residential houses in Nairobi
i x ABSTRACT The main aim of all business organizations is to make profits and a merchandising concern can do that by increasing its sales at remunerative prices. This is possible, if the product is widely publicized to the final consumers and users and through convincing arguments by persuading them to buy it. The main objective of the study was to determine effectiveness of advertising residential houses in Nairobi region. The study used a descriptive survey approach in collecting data from the 59 staff working in all the registered valuation and real estate agency firms in Nairobi region. A questionnaire was used as primary data collection instrument which included closed and open ended questions which sought views, opinion, and attitude from the respondents which could not have been captured by the closed ended questions. The questionnaires were administered through drop and pick method to the marketing manager or proprietors of the real estate firms. A content analysis and descriptive analysis was employed to analyze the primary data. From the findings, the study concluded that residential housing companies and owners in Nairobi region need to advertise their residential houses so as to create awareness and selling of the residential houses using mobile billboard advertising, internet sites radio and television, billboards along the highways, train stations, on benches at bus stops or at property sites as a medium of advertising. The study also concludes that companies need to consider the factors of location of the house, nature of the houses, availability of advertising channels, cultural aspects and cost of advertising as they would greatly influence the effectiveness of advertising of the residential houses to the market. The study finds that the company should adopt proper and effective modes of advertising in order to increase the effectiveness of adverting of the residential houses.