Dressing Room Advertisements


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Women overlooking an advertisment in a dressing room.


Overview

Each day in the United States, every person is confronted with more than 5,000 persuasive messages (Rodgers, Cannon, & Moore, 2007, p. 38). Captive ads were created to narrow the clutter of media advertisements. The purpose of these advertisements is to have a one-on-one, personal communication with the potential consumer. Dressing rooms is one of many alternative media that captive ads are placed in.


Reasons for using Dressing Room Ads

This type of media delivers messages to a target audience in a responsive surrounding. The dressing room is a private room, which gives opportunity to speak with a captive audience. Individuals typically spend a great deal longer period of time, up to 15 minutes, viewing the advertisement. The audience in dressing rooms is segmented based on the location and type of store the dressing room is in.

The University of Canterbury conducted an experiment to measure behavioral responses to an ambient form of advertising. Ambient advertising describes, “attention-grabbing advertisements which appear in unexpected settings, particularly where advertisements have not been see before” (Abdul-Razzaq, Fortin & Ozanne 2009, p. 3). The experiment was to show the difference between text vs. drop-box advertisements. The conclusion was “that when subjects have greater time to process the stimulus, they are more likely to engage with the promotion” (Abdul-Razzaq, Fortin & Ozanne 2009, p. 4).



Reach & Frequency

Ad rates in retail media has traditionally been based on traffic counts. Mall operators provide traffic counts, such as Nielsen’s On-Location viewing estimates, which tend to lack standardization and incorrectly report traffic (Bachman, 2010). However, the growth of out-of-home media is growing reach and frequency systems for buyers and planners.


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Ponds face cream advertisment in dressing room that is definitely adding frequency



Limitations

Dressing room ads are limited with the innovative use of interactive technology. The phenomenon of online-shopping creates less reach and frequency. Dressing room ads are more limited than other out-of-home advertising vehicles because consumers have to physically go into the dressing rooms.



Scheduling of Dressing room advertisements


When it comes to scheduling of dressing room ad there isn't really much of a schedule.They can add advertisements and switch them out whenever the store or the company advertising feels the need to. The only scheduling there might be would be as the seasons change they could advertise different seasonal clothes in dressing rooms.Especially right before swim suit season they could advertise a new diet pill,when they audience is vulnerable to getting their bikini ready body. Also during the holiday season dressing room advertisements cold be added or changed to increase frequency.Since during the holiday season they know people will be shopping more often.




Audience qualities for advertising purposes

Dressing room audiences tend to vary depending on what the dressing room is used for. Retail dressing rooms advertisements typically address the client that buys from the particular store. Retail boutiques attract buyers that are upper-class women, who have a dispensable income for the high end beauty products such as the clients for Fashion Frame which include: L’Oreal Paris – Vivepro, P&G’s Cover Girl, and Botox.

Another audience attracted to dressing rooms is the baby boomer generation, aged 50-mid 60s. They respond to alternative advertising methods because they “thrived during the cultural revolution of the 1960s” (Lamb, 2009). He indicates that health club dressing rooms can capture this generation since baby boomers stress good health in their later years.


Advertisers and Companies using Dressing Room Advertising

Advertisers and companies using dressing room ads have not appeared in the United States yet. The ads are found in Eastern Europe, the United Kingdom and Canada.

Fitting Exposure Limited was created in 2001 to market changing room media. The company is based in the United Kingdom, Ireland and France, with a team of sales professionals. Recent campaigns include Nivera Sunkissed lotion that reached 13 million women in a two week period. (Showcase: Recent Campaigns).

Nivea body took real advantage of Fitting Exposure’s retail network and used New Look, Miss Selfridg, and Wallis to target women aged 16-44 years in the changing rooms with their ‘Sunkissed’ body lotion campaign. An audience of approximately 13 million women were reached over a two week period.



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Fitting Exposure Limited's Nivera Sunkissed lotion dressing room ads



Advertising agency Fashion Frame places interior fitting room poster advertising in boutiques across Montreal and Quebec (Kohl, 2006). Fashion Frame “networks currently cover about 4,500 fitting rooms at 600 boutiques throughout Quebec, with a total reach of about four million consumers” (Kohl, 2006).


Other Interesting Qualities of Dressing Room Ads

In Scotland, a domestic violence public service announcement is advertised throughout retail dressing rooms. The advertisements began to appear on Dec. 28th, 2009 in 27 Dorotky Perkins stores and 19 TK Maxx stores (Changing rooms approach to abuse, 2009). The news provider states the purpose of the advertisement is to tackle the 8% increase in reported domestic abuse in Scotland. Government officials strategy is to target women in dressing rooms because they believe that is a "’safe place’" away from the abuse” (Changing rooms approach to abuse, 2009).


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Scotland dressing room ad target to women who have been domestically abused




References


Abdul-Razzaq, S., Fortin D., & Ozanna L. (2009). Cutting Through the Clutter? A Field Experiment Measuring Behavioural Responses to an Ambient Form of Advertising, 1-8. Retreieved April 11, 2010 from http://www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-372.pdf

Bachman, Katy. (2010, March 16). [AdSpace Shops New Mall Metrics]. Mediaweek. Retrieved from http://www.adweek.com/aw/content_display/news/nontraditional

Changing rooms approach to abuse. (2009, December 22). BBC News. Retrieved April 11, 2010, from http://news.bbc.co.uk/2/hi/uk_news/scotland/8426248.stm

Kohl, Jesse. Ads Get past Fitting Room Doors. (2006, December 19). Media in Canada. Retrieved April 06, 2010, from <http://www.mediaincanada.com/articles>.
<Jackson, Alexander. "Changing Room Media." Fitting Exposure. Dorthy Perkins, 10 July 2010. Web. 13 Dec. 1990. >.

Lamb, Jeff R. (2009, July 06). How to Reach Baby Boomers with Alternative Advertising Techniques. ArticlesBase- Free Online Articles Directory. Retrieved April 11, 2010, from <http://www.articlesbase.com/advertising-articles/how-to-reach-baby-boomers-with-alternative-advertising-techniques>.

Rodgers, S., Cannon, H.M., & Moore, J. (2007). Segmenting Internet
markets. In D.W. Schumann & E. Thorson (Eds.), Internet advertising:
Theory and research (pp. 149-184). Mahwah, NJ: Lawrence Erlbaum
Associates, Publishers.

Showcase: Recent Campaigns. Retrieved April 11, 2010 from Fitting Exposure Limited website: http://www.fittingexposure.co.uk/showcase.php