How do entertainment malls in the developed countries provide communication opportunities to advertisers?
Theme parks and entertainment malls have become an integrated marketing and communication medium to enable visitors to interact directly with the brand and where applicable, sample the line of products that the brand offers. Each of them can channel key programme and brand messages through various multiple marketing platforms like live events, sampling, promotions and in-FEC advertising to reach targetted consumers at the local level. Malls in the west are becoming a community resource for visitors, seniors, families and teens. They provide direct consumer contact with shoppers and visitors in a venue large enough to handle national tours, local events and customized entertainment opportunities that appeal to all age groups. When combined with technological capabilities such as the power to provide digital data capture, surveys, coupons and sampling to co-marketing partners, the end-result is a solution that cannot be duplicated in the marketplace.
