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Effectiveness of shopping mall advertising

In 2010, a research project was conducted within two shopping malls. This study was aimed at establishing shoppers’ reasons for visiting the mall and their visiting behaviour, advertising awareness, brand perceptions and product usage. 200 face to face interviews were completed and the results identified that a high proportion of respondents had a propensity to act following exposure to the advertising.

Key benefits:

  • Any exposure to the advertising triggered a propensity to act, whether this was recommending the brand to someone or investigating the brand further.
  • The medium for the study was successful in delivering the message by the fact that all creative recall was displayed within the creative itself.
  • The advertising was much stronger than all other campaigns running at the same time as there was no recall of any other campaign during this time.

Our Assigment

In 2010, NEMS Market Research were commissioned to conduct a research project within two shopping malls aimed at measuring specific advertising awareness and establishing shoppers’ reasons for visiting the mall, their visiting behaviour, general advertising awareness, brand perceptions and product usage. Just over 200 face to face interviews were conducted across the two shopping malls.

Results

Over three-quarters of the target audience would investigate the product further. Additionally, of the total sample, around half would recommend the brand to someone which indicates that any exposure to the brand/advertising triggers a propensity to act.
All responses provided when asked to recall the advertising were actually pictured within the creative itself. In terms of advertising formats, all three performed well, with the ‘Adlift’ format performing the best.
The brands’ advertising recall was much stronger than all other advertising campaigns that were running in the mall at the same time and on the same formats (comparing like for like). No-one recalled any of these other advertising campaigns and therefore they appear to have gone unnoticed.

Benefits

By exposing the target audience or in fact the general public to the brand triggers a propensity to act, whether recommending the brand to others or investigating the brand further.
The medium chosen for this advertising campaign has shown to be effective with all three formats being successful in delivering the message. This is supported by the fact that no-one recalled any other advertising campaign running at the same time.

Our Approach

Just over 200 face to face interviews were completed within two shopping malls (96 West Quay/ 104 Cabot Circus). Samples were quota controlled to be among 25-44 year olds and ABC1 socio-economic groups only.

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NEMS Market Research Limited. Company registered in England no. 393 8078 Telephone: 01642 373355 Email: advice@nemsmr.co.uk