Mogaji, Emmanuel ORCID: https://orcid.org/0000-0003-0544-4842 (2021) Disclaimers in real estate print advertisements. In: Waiguny, Martin K. J. and Rosengren, Sara, (eds.) Advances in Advertising Research: De-signing and Communicating Experience Series: European Advertising Academy. European Advertising Academy book series (EAA), XI . Springer Gabler, Wiesbaden, pp. 91-103. ISBN 978-3658322007; 978-3658322014; 978-3658322038 (doi:10.1007/978-3-658-32201-4_7)

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Abstract

Buying a home is considered a major financial decision and one of the most expensive purchases an individual can ever make (Mercadante, 2017). Making an informed choice is, therefore, considered vitally important. While acknowledging the complex and multi-faceted due diligence that buyers usually invest before buying houses, the role of advertisements in marketing new-build homes cannot be overemphasised. Like in other regulated markets, advertisers are expected to put disclaimers in their advertisements to warn prospective buyers about what they are buying. With the divergent and sporadic nature of work in new-build homes, the overarching aim of this study is to reveal the disclaimers in advertising strategies being used to sell off-the-plan homes in London. This study offers theoretical contributions and opens a new avenue of research into disclaimers in marketing strategies. This study moves beyond advertising for children and drug and food supplements to consider a different high involving purchase. The study highlights the unique feature of print advertising as consumers have the ability to understand and process the disclaimers at their pace, unlike listening to it on TV. Finally, disclaimers in the new-build homes sector are still under research. Therefore, this study offers both theoretical and managerial implication on how the disclaimers are being presented.

Item Type:	Book Section
Uncontrolled Keywords:	disclaimers; real estate; print; advertisements
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory
Faculty / School / Research Centre / Research Group:	Faculty of Business
Last Modified:	18 Jan 2024 17:04
URI:	http://gala.gre.ac.uk/id/eprint/30007

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