Brand building through the Mass Media

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Articles in newspapers, radio talks, television programmes, etc., are given from time to time for mass publicity and to create awareness on the work undertaken by the leading builders in Kerala. The advertising industry is now staying afloat mainly due to the presence of profitable businesses and realtors that are willing to spend a significant sum of money on advertisements through all media.

The managements of the television channels confirm that they are able to post profits only due to the increasing demand for advertisements from the leading builders and real estate developers. Almost all the leading builders attach much value to their brand name. Each builder is known for creating value out of the available landed area in its possession. When asked about a prominent realtor, the average person will be able to remember the prominent name only through the advertisements being shown during prime viewership time in the television channels. Newspaper readers were also seen to be better aware of the prominent realtor brands that are frequently advertised.

For each real estate project, the prominent builders used to set apart a significant amount of money for advertising expenses. While some builders give more importance to ads in the print media, some others attach more importance to ads during prime time in the television channels. However, almost all the leading builders now announce the initiation of a new real estate project through their web sites. Moreover, in recent times the web site has emerged as the most cost effective advertising medium that displays the entire details of a real estate project and it visible to a visitor 24 hours a day and 365 days an year.

One reason being cited for the sudden demise of the small builders and realtors is that their sincere efforts are not at all known to the common man. Due to financial constraints, they could not advertise their real estate operations. It resulted in the built up apartment units not getting sold out within a particular timeframe.