Mall Branding In India
Mall Advertising It seems any city's landscape is incomplete without malls in today's times. Earlier malls were limited to major cities like Delhi, Mumbai, Bangalore etc but the mall culture boomed so drastically that in no time the malls started to pop up even in rural areas. For consumers malls are convenient infrastructures that offer them different facilities like eateries, shopping outlets and entertainment zones under one building. The availability of wide variety of stuff in one roof saves time and effort in juggling from to store to store for various items. The mall culture gave birth to a new form of advertising that is mall advertising. Malls became lucrative sites where the advertisers could meet their target audience easily. Variety of factors like the mall ambience, illumination and spacious galleries help the advertisers to put out their brand message in an impactful manner. The unparallel benefits of mall advertising include: • Eye-level ad positioning attracts maximum audience attention. • Ease of availability of the product advertised in the mall, prompts immediate action. For instance, if a product ad displayed on the ground floor has a message of 50% sale on the store on second floor, the audience will not mind to reach the store in just few minutes. • High footfall ensures high reach and visibility. Malls are generally located at prime locations of any town or city; this strategic positioning of malls attracts audience from all over the city ensuring greater reach and visibility of the ad displayed in malls. • Spreads positive word of mouth for the brands advertised in malls. • Builds more trust and creates brand loyalty for the brand. The brands advertised in malls are perceived as premium brands by the consumers.
