Marketing communications in planned shopping centres: evidence from the UK

Warnaby, Gary and Bennison, David and Davies, Barry J (2005) Marketing communications in planned shopping centres: evidence from the UK. International Journal of Retail and Distribution Management, 33 (12). pp. 893-904. ISSN 0959-0552

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Abstract

This paper investigates brand‐level marketing communications decisions of town centre‐based planned shopping centres in the UK. Following exploratory semi‐structured interviews with town centre‐based shopping centre managers, the main stage of the research comprised a postal questionnaire. This investigated two main areas: the nature of the process by which marketing/promotional activities were planned; and the actual “marketing” activities used by respondents (and their perceived importance), with particular reference to marketing communications activities. The questionnaire was administered to shopping centre managers in urban shopping destinations classified as major city, major regional, regional and sub‐regional in the Management Horizons Europe UK Shopping Index – 173 destinations in total across the whole of the UK. The results are structured using Shimp's categories of general choices, specific choices and programme evaluation. Regarding general choices (i.e. targeting, objectives budgeting), centre positioning was regarded as very important and key target audiences were general public and media at the local/regional level. Objectives focused on raising centre profile and improving footfall. Centres spent an average of 13.6 per cent of operating budget on promotional activities. With regard to specific choices (i.e. mixing communication elements, creating messages), the most widely used promotional elements were found to be press and radio advertising, events and festivals, leaflets and other promotional literature and also public relations. Evidence of integration between communications elements existed although there is potential for greater synergy.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: Shopping centres, Marketing communications, Promotion, Corporate branding, United Kingdom
Subjects: H Social Sciences > HF Commerce
Divisions: Schools and Research Institutes > Business School > Business and Human Resource Management
Research Priority Areas: Applied Business Research
Depositing User: Susan Turner
Date Deposited: 20 Apr 2015 15:50
Last Modified: 05 Sep 2016 08:50
URI: http://eprints.glos.ac.uk/id/eprint/2115

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