Retail Traffic

Consumer Advertising Makes its Mark

Hey. READ THIS. The genius of consumer advertising - or any contemporary, effective communication, for that matter - lies in saying the same old thing in a different way. Competing for the consumer's attention. Standing out from the barrage of messages overloading every medium from A to Z. And creating a cohesive, clever campaign that rises above the din of the mundane and, in this case, spurs the shopper into action.

That's precisely what Richmond, Va.-based ad agency Siddall, Matus & Coughter (SMC) created and produced for the launch of Glimcher Realty Trust's Jersey Gardens in Elizabeth, N.J., 15 minutes from Manhattan. Through a combination of TV, print and out-of-home (wall murals, outdoor boards, posters, etc.), the agency is busy beaming its headline message created for the urban oasis of Jersey Gardens: "It's hard to resist a really good deal, isn't it?"

The campaign's headline is paired with visuals that drive home this point - if you're looking for a particular item at the right price, you'll find it, and find it, and find it at Jersey Gardens.

As Susan DeMeo, senior account executive at SMC, explains, "Glimcher's focus group research showed that consumers in and around the Jersey Gardens market are primarily interested in value and selection. They're a savvy bunch of consumers, and we created our campaign to reach through the clutter of advertising in that area. We also helped stamp the mall with the Glimcher brand."

(more ad campaign on page jg8)

The theater will feature stadium-style seating in every auditorium, along with state-of-the-art projection and digital sound, including Sony Dynamic Digital Sound.

Sit-down restaurants will include Rainforest Cafe, Johnny Rockets, Ruby Tuesday, Asian Islands and Chili's Too.

Special guest services include the following:

* tax-free shopping on clothes and shoes

* automatic teller machines

* bus service from Newark International Airport and the Port Authority in Manhattan

* complimentary strollers and wheelchairs

* copies, faxes & postage

* employment opportunity information

* lockers

* public telephones

* tourism department

* valet parking

* lottery tickets

* multi-lingual information

* transit and train pass sales & information

* complimentary beeper and pager usage

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