MALLS: THE BEST ADVERTISING AND PROMOTION TOOL: WITH SPECIAL REFERENCE TO STUDENT VISITORS TO DB MALL, BHOPAL

Nowadays, advertisement is the tool which many companies and enterprises use to inform prospective customers about their products and services. Today, it is about casting customers in a story, reflecting their desires and aspirations, and building long-lasting relationships. It is like self-destruction for a brand if it does not involve into advertisement/ promotion. Malls have emerged as one of the best locations for advertisement and promotion activities for the kind of footfalls they generate. There are very limited research done in this area, thus the need for studying this aspect is important. This paper critically analyses, the various factors involved in making Malls a suitable place for advertisement and promotion activities. Both secondary and primary data suggests that the factors like Brand Value/ Brand Image, Ambiance and Décor, Shopping Experience/Overall Satisfaction and Location ? Distance/ Approach/ Proximity holds importance in making advertisement and promotion activities successful at DB Mall.