Mall Advertising
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Shoppers are supposedly captive audience for in-store advertising, everything from hoardings to electronic screens. Studies at malls suggest that in-store advertising is effective with single shoppers rather than shoppers in groups of two or more. Does that mean mall advertising tend to cater only to those who are bored because they are alone and has little to do with acting as point-of-purchase influencer?
| Category | Shoppers (%) |
|---|---|
| Single Shoppers | 68 |
| Shoppers in groups of 2 | 32 |
| Shoppers in groups of more than 2 | 27 |
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“Shoppers are supposedly captive audience for in-store advertising” - I would have to argue that shoppers are most definitely NOT a captive audience. Our take on ADVERTISING CLASSIFICATIONS in digital out of home are High Impact, Retail and Captive Audience - see http://www.dailydooh.com/archives/356
Captive Audience is 16 mins plus in one place, taxis, buses, pubs, clubs, bars AND does not even include a 16 min wait in a retail queue!!!
Devang Raiyani in Bombay, India wrote on the “Myth of the Captive Audience” - http://www.dailydooh.com/archives/359
[…] In-store advertising effective with single shoppers Shoppers are supposedly captive audience for in-store advertising, everything from hoardings to electronic screens. Studies at malls suggest that in-store advertising is effective with single shoppers rather than shoppers in groups of two or more. Submitted: 3 minutes ago Category: Technology Submitter: RssFeed Website: http://www.oohic.com Report this link: Click here to report Comments: 0 […]