Social Distance Theory : Proxemics
Edward T Hall’s Social Distance theory explains how space and the environment works to determine how people act: Proxemics. For media to be effective, you would want the audience to internalise the communication and be captivated by it.
In a captive experience the advertisement will be read in detail with thoughtful processing of the content. In turn, when the audience is captivated and processes the information they are more likely to internalise the message and internalisation is necessary to cause a behavioural reaction.
The goal is to change or influence behaviour and thought and proximics explains how we achieve that. A key factor in media being captivating and internalised is the proximity of audience to advertising when communication occurs. The most effective media would be in the audience’s personal and social space as explained by the personal bubbles.
An audience is more likely to connect with an out-of-home communication medium because it is simply more intrusive by being within their personal to social space. Though it may sound negative, this intrusion is not opposed by the audience – it provides a positive diversion or enhancement to the environment.
The effectiveness of communication with SPACE Media
This theory explains why Space Media is effective. Space Media communicates within the areas of Social and Personal Space. Any situation that occurs at this range must be confronted and dealt with - it cannot be side-stepped. Events within Social and Personal Space directly confront the thought process of the audience.
SPACE Advertising creates comfort from discomfort
Space Advertising provides a point of focus and shared experience that removes the feelings of awkwardness and discomfort that can occur when strangers occupy one another's Personal Space. Effectively, it is the advertiser's image and message that will achieve elevations in both comfort and mood.
So why should you consider Social Distance Theory when planning your advertising campaigns?
Advertising can create a positive behavioural shift among audience members by providing the ever necessary focal point.
In many environments (for example, in enclosed areas such as elevators) advertising is a welcome distraction from an otherwise awkward situation. It gives audience members something to give their attention to, often for extended periods of time.
The result? Increased brand awareness and internalisation of the advertising message. The audience will view the advertising in a positive way, which will be reflected in positive attitude shifts toward the brand and advertiser.
The advertiser benefits from not only clear, uncluttered communication of features and benefits, but the sharing of common, positive feelings.
The 3-Hit Theory & Frequency
According to Krugman’s 3 Hit theory, you would need to communicate advertising at least 3 times before you can expect it to be effective.
The first exposure to an advertising message is to break through and gain attention: (ie. “What?”).
The second establishes relevance (“So what?”) and hopefully a basis for persuasion.
Exposure No. 3 reminds and consolidates, either positively (“Oh, yeah…”) or negatively (“Yeah, right…”).
For Krugman, that was it. There was no real fourth-hit communication, only subsequent reinforcements of the first three, with little chance of reversing the third-hit result.
SPACE Media provides the needed "3-hits"
Space communicates multiple times with audience as they enter, park and go about their business, and again as they return, locate their vehicle and head to their next destination. Space mediums are specifically placed in key areas to ensure maximum repeated exposure in one parking event making it the perfect communication tool.
Different Media options to provide better "hits"
Space utilises various mediums to deliver your message in the park environment: Parklites, Lift Doors, Barriers and various Ambient Elements, creating multiple message opportunities within a single parking event ensuring your message will not only be seen but reinforced as set out by the 3 Hit theory