Experiential Marketing Focuses on Malls, Paramount Gets Dogged

http://www.mediapost.com/publications/?fa=Articles.san&s=96641&Nid=50344&p=296990

Advertisers are looking to malls more and more as venues for experiential marketing, hoping to immerse consumers in spaces where they are physically surrounded by brand messages. Recent experiential efforts do not focus on over-selling; instead, they present environments as entertainment or useful services.