Target ad tops among holiday shoppers
Ads, coupons, word of mouth influence customers, survey finds
From Home Textiles Today -- Kids Today, 12/20/2007 8:24:00 AM
The big-budget “Advent calendar” TV ads by Target are among the most popular with consumers this year, as are ads by Wal-Mart and Macy’s, according to the Retail Advertising and Marketing Association.
Surveys conducted for RAMA by BIGresearch found that retailers rounding out consumers’ top 10 favorite holiday TV ads include Best Buy, Sears, Kohl’s, Kmart, JCPenney, Publix and Meijer.
In the sought-after 18-24 year-old category, Best Buy overtook Target for the No. 1 spot. Additionally, Staples made the top ten list for men, Big Lots made the top ten list for women, and Zales’ ads were in the top 10 for young adults (18-24).
“Though television advertisements are not the only way that retailers are advertising this year, it is interesting to see how quickly shoppers can point to their favorite commercials,” said Mike Gatti, executive director of RAMA. “With the retail industry becoming increasingly competitive, great advertising can quickly set one company apart from another in the eyes of consumers.”
According to the survey, 17.1% of consumers said that their favorite holiday advertisement persuaded them to shop with a specific retailer. An additional 31.5% of consumers said they already planned to shop there.
Young adults were more likely than other shoppers to say that holiday television ads sent them to specific stores (27.3% vs. 17.1%).
Though shoppers remember their favorite television commercials, they admit that other advertising can be more effective in helping them determine where they will shop for holiday gifts. More than one-third of shoppers said that coupons (35.2%) influenced their decision about where to shop. Consumers also said they are persuaded by newspaper inserts (30.4%) and word of mouth (22.7%).
The survey, conducted for RAMA by BIGresearch, polled 8,135 consumers from December 4-11, asking consumers to write in their favorite holiday television advertisement. The poll has a margin of error of plus or minus 1.0%.
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