Advertising Economics Of Shopping Centers: Channels, Attitudes And Creativity

< p > shopping malls investment stage can be used as favorable conditions for negotiations with merchants to increase bargaining chips for investment negotiations. In the opening stage, the opening rate can be increased through free advertising or certain discount by key businesses; and when entering the late stage of cultivation, the market flow of people is increasing rapidly, and the value of advertising resources is rapidly highlighting. It is necessary to formulate a sound business plan and collect rent. < /p >
< p > therefore, doing the related work is very important for the project to realize the profit ultimately, but at the same time, it also puts forward specific requirements for design, investment and operation. This article mainly combs the basic contents of advertising in the market. < /p >
< p > these advertising revenue can be divided into three main categories: shoppingmall itself has advertising function income, advertising revenue in conventional media, temporary publicity income. What are the advertising revenue of shopping malls? What are the advantages of advertising space outside the mall? How should the external advertising space be effectively planned so that it can create greater profits? < /p >
< p > strong > 1, shopping mall < a href= "http://www.91se91.com/news/index_c.asp > > advertising income < /a > What are < /strong > /p >
< p > 1, the advertising function of the mall itself is less than /p.
< p > the market has its own advertising function income, usually refers to the mall through the transformation or development of its own building, make it become advertising media, and then through the rental or sale of these advertising space income. < /p >
< p > this part of the cost includes: < /p >
< p > Internal: internal special promotion area, commodity display area, naming of internal functional area, signs in shopping malls, Escalator Advertisement, etc. < /p >
< p > building facade: window tips, electronic large screen, wall stickers, vertical wall lamp box advertising, doorpost advertising, doorway automatic shoe cleaning machine, entrance and exit floor stickers, roof billboards, etc. < /p >
< p >, square: exterior Plaza promotion area, square lamppost hanging flag, square revolving lamp post, electronic big screen, square vending machine, leisure area sun umbrella, square ground sticker, square sign, green belt neon lamp advertisement, etc. < /p >
< p > parking lot: underground car park advertising light box and so on. < /p >
< p >, others: handbags, merchandise information Handbook, internal broadcasting in shopping malls, etc. < /p >
< p > 2, the revenue from advertising expenses in conventional media comes from two aspects: < /p >
< p > 1. When advertising on a certain media reaches a certain limit, the media will return the profit of 3% to 8%. < /p >
< p > 2. The brand engagement cost of the businesses in newspapers, magazines, advertisements, TV advertisements and broadcast advertisements. < /p >
< p > 3, temporary publicity income < /p >
< p > promotional products such as temporary promotional activities, promotional fees, sponsorship fees, promotional activities such as balloons, banners, pop leaflets, and store pop flags. < /p >
< p > from the above, we can see that the external advertising space of the commercial real estate (shoppingmall) in this article is the three major items of the exterior advertising space, Plaza, and car park. It includes: window stickers, electronic large screens, vertical wall lamp box advertising, doorpost advertising, doorway automatic shoeshine machine, entrance and exit floor stickers, roof billboards; external Plaza promotion area, square lamppost hanging flag, square revolving lamp post, electronic big screen, square vending machine, leisure area sun umbrella, square ground sticker, square sign, green belt neon sign advertisement, underground parking lot advertising lamp box and so on 17 items. < /p >
< p > shopping malls investment stage can be used as favorable conditions for negotiations with merchants to increase bargaining chips for investment negotiations. In the opening stage, the opening rate can be increased through free advertising or certain discount by key businesses; and when entering the late stage of cultivation, the market flow of people is increasing rapidly, and the value of advertising resources is rapidly highlighting. It is necessary to formulate a sound business plan and collect rent. < /p >
< p > < strong > two, the advantage analysis of outside advertising space of shopping mall < /strong > < /p >
< p > 1, own < a href= "http://www.91se91.com/news/index_c.asp" > media < /a >, low operating cost, special location, high rental rate < /p >
< p > shopping malls are the space for many brands to gather. In order to snatch consumers, businesses must try their best to attract customers' attention. And the advertisement outside the store is directly facing the terminal advertisement of consumers, which naturally becomes the target of business grabbing. Therefore, the utilization rate and the rental rate are higher than other media. And because the media is owned by itself, it can replace the high yield at a low cost. < /p >
< p > 2, the form of publicity can not be resisted; product information is easy to accept < /p >
People who are shopping for P must be exposed to outside advertisements. Unlike other media, you do not necessarily need to open a TV, radio, open a newspaper or magazine, or visit a website to contact a carrier to see the advertisement. The outside advertisement is fixed, eye-catching and irresistible. The external advertising of shopping malls is very necessary for consumers to enter and enter the shopping mall, and it is very easy to coordinate with the surrounding consumption environment. It also conveys product information to consumers, where consumers will consciously collect new product information or make subjective screening with products purchased. The information of products can interact with consumers here, so that consumers can have the desired purchase behavior. < /p >
< p > 3, enhance consumption atmosphere; enhance environmental beautification < /p >
< p > shopping malls do everything possible to entice consumers into shopping desires. Most people will subjectively impulse purchases of goods beyond the plan under the influence of advertising or shopping atmosphere. Because of the strong visual impact of outdoor advertising, especially those with fashionable and bright advertisements, they can enhance the consumption atmosphere and arouse consumers' desire for shopping. While enhancing the consumption atmosphere, outdoor advertising can beautify the external square of the shopping mall, digital technology, electronic display screen, voice and other means, which can make the square and the external public area obviously different, forming a unique landscape, attracting the attention of the public. < /p >
< p > < strong > three, how can the external advertising space of the shopping mall be effectively planned < /strong > < /p >
< p > in view of the large scale of commercial real estate (shoppingmall), the planning concept of dis should be introduced into the planning of external advertising space. Dis refers to the theory of "regional nuclear", which refers to the conscious and planned use or creation of the district identity system in every area of the planning area in the advertisement planning outside the shopping mall, so as to make personalized image positioning for the planned areas, sections and nodes. In other words, according to different regions, different functions, different architectural features and different cultural connotations, the "external advertising image of shopping malls" is coordinated with them. < /p >
< p > (1), the external advertising of the store should be integrated and integrated. < /p >
< p > the external advertisement setup of the shopping mall is part of the outer space environment design of the shopping mall. It is also an important gathering point and visual extension of the external landscape of the shopping mall. It should fully reflect the cultural characteristics and cultural connotation of the shopping mall, and display a unique style and location of the shopping mall. It should be a materialized form of value and cultural significance of shopping malls, and can not be separated from the environment of various functional areas in the shopping malls. < /p >
< p > integration should reflect the coordination and unity of the external advertising and the image of the shopping mall. The artificial landscape, natural landscape and outdoor advertisement outside the shopping mall should be a complete organic unity. The visual elements should be harmonious, natural and harmonious. When planning the external advertising of the shopping mall, we should not consider it alone from the environment or the environment attached to the outdoor media. We should not make the external advertising of the mall destroy the outline of the shopping mall buildings or block the consumers' sight. Instead, we should take the overall style of the shopping Mall as the guiding principle for the overall layout, the overall style and the spatial structure of the external advertising, so as to make the external advertising style of the mall harmoniously harmoniously with the shopping mall style and the consumption atmosphere. < /p >
Another manifestation of "P > integration is the organic integration of the advertising economy and artistry of the outside market. It seems contradictory to pursue high profits and artistry, but both of them are taken into account in the planning of external advertising in shopping malls. Profit and high return are the premises of external advertising in the mall. If advertisers do not invest equally, the interests of mall owners outside the mall will no longer exist. However, if we ignore the image of the space environment and the safety of consumers, setting up advertisements arbitrarily will destroy the image of the shopping mall. < /p >
< p > integration emphasizes that the individual settings of external advertisements in the mall are compatible with their surroundings, including harmony and harmony among themselves, the harmony between advertising content and media forms, harmony between movement and quiet, brightness and darkness, between the Lord and the times, between modernity and tradition. < /p >
< p > < strong > /strong > (two), outside the shopping mall < a href= "http://www.91se91.com/news/index_c.asp" > Advertising < /a > reasonable control of density < /p >
< p > external advertising settings must reasonably control density. That is to say, according to the functional characteristics of each region, we should reasonably control the quantity of advertising settings so as to make them dense and orderly. < /p >
< p > the external advertisements of general stores are concentrated in three main categories: one is the main stream of the main stream outside the shopping mall, the other is the external landscape area, and the three is the functional area of the two. < /p >
< p > 1. The main stream of passenger flow mainly refers to the main passageways and the passageways of the consumers outside the shopping mall. Such places are concentrated, highly mobile, short residence time and larger space distance. This kind of location is more suitable for setting up concise contents and engraving attractive advertising contents. < /p >
< p > 2, various functional areas, including catering, leisure, entertainment, pedestrian street, etc., such areas have large pedestrian flow, mainly pedestrian, and relatively stable, stay in the location for a longer time, relatively speaking, outdoor advertising set a high density. < /p >
< p >, the external landscape area mainly refers to all kinds of man-made and natural landscapes. This is the highest requirement for the density control of external advertisements in shopping arcade, and is also the most difficult area to deal with. In these areas, people have more traffic and better stability, which is very conducive to the segmentation of audiences, but such areas are not suitable for setting up external advertisements with large density. < /p >
< p > accordingly, we divide the density of advertisements outside the mall into four areas: < /p >
< p > 1, external advertising concentration area. Advertisements are set up around the main outlets and roads outside the shopping mall to create consumption and business atmosphere for shopping malls. The location of the building can be located in the building walls, roofs and ground areas of the area without affecting road traffic and greening. In the form of advertisements, we can use inkjet, light boxes, neon lights, three-dimensional modeling and other new materials. < /p >
< p > 2, external advertising set area appropriately. In various functional areas, advertisements can be set up by using outdoor media with smaller size but attractive appearance. < /p >
< p > 3, external advertising strictly controlled area. In the external landscape area, advertising should be combined with the surrounding environment, and it should be carefully designed to integrate the form with the environment, and it can not affect the sight of the square landscape. < /p >
< p > 4. External advertising is prohibited. It is forbidden to set up commercial advertisements in the facade or the top and the factory area of the fire exit. < /p >