"Mall advertising is the forerunner in impactful
and effective marketing," says Anthony Cohen, Director of
mall advertising specialist, Primedia Unlimited's Primall Media.
Malls have replaced high street shopping in South Africa. More
than a decade ago, a mall visit lasted about 30 minutes but today,
a trip to the mall generally includes a plethora of activities
ranging from window-shopping, grocery, clothes and shoe shopping,
coffee and drinks meetings and even movies. You can even find
accommodation and hunt for houses making many visits last three
hours or more. Because the mall is the closest point to purchase,
70% of purchase decisions are made in the vicinity.
To have the desired impact, it is imperative that advertising
communications stand out and break through the clutter. To all
intents and purposes, there are 90 television channels; numerous
radio stations and an ever-increasing number of print media all
carrying advertising competing for consumer attention. And soon
we will see digital framework rollouts added to these media, pushing
advertising into permission based systems.
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"Creating top-of-mind brand
awareness in an environment close to point of purchase provides
advertisers ideal positioning to reach target markets effectively,
making their brand resonate above competing brands. In an age
of media fragmentation with multitudes of traditional media
targeting similar audiences, brands featured prominently in
high traffic shopping malls have a distinctive edge at the time
that matters most - when the purchasing decision is being made,"
comments Cohen. "Mall advertising is currently one of the
fastest growing media categories in South Africa and it is constantly
evolving to meet demand from astute marketers".
Delivering brands a unique and much-coveted 'domination' at
point of purchase, Primall Media offers a range of innovative
communication channels from branding of wall space, parking
tickets, entry and exit booms, to wrapping all the pillars on
a parking level, or the entire parkade plus Plasma and LED digital
platforms. In addition, the company is able to offer a variety
of attention getting, interactive promotions. |
