Holiday Advertisments
The Following is a reprint in the interest of Sharing
NEW REPORT FROM RAMA
Shoppers thought the best holiday TV ads last year came
from Target, Wal-Mart and Sears, according to a survey
conducted for the Retail Advertising and Marketing
Association by BIGresearch. Most of the remaining
holiday-themed commercial favorites also came from
retailers (Kohl’s, Best Buy, J.C. Penney, Kmart, and Toys
‘R’ Us), but two beverages that produced special
commercials for the holidays (Budweiser and Coca-Cola)
also made the top ten list.
When asked which of the following media
influences you to shop at a particular store,
almost 40% mentioned television (25.8%
identifying broadcast TV and 13.7% saying
cable TV). Not a surprise, coupons scored very
well with respondents, 41.6% of all women
respondents saying coupons helped them
decide to go to a store with 34.7% of male
respondents agreeing. Newspaper inserts had a strong
influence, although R-O-P newspaper did not. Inserts were
mentioned by 35.2% of all respondents, but regular
newspapers were about half that with just 17.4% of women
saying it was an influence. Radio’s influence was small--
just 11.7% of women and 15.6% of men said a radio
commercial helped them decide to go to a store last year.
The internet hasn’t had a big impact yet --only 11.1% said
internet advertising was a factor in their decision-making,
and only 11.9% responded to e-mail advertising.
Target’s spots were particular favorites among
respondents with 23.6% of female respondents and 22.5%
of all viewers saying that chain had the best holiday
commercials. Wal-Mart was mentioned by 15.7% of
females and 14.1% of all viewers. Beyond the top ten
favorite advertisers several others chains, including a couple
of regional chains, pulled enough responses to make the
national list. Favorable commercials were remembered
for Macy’s, Overstock.com, Old Navy, Capital One,
Hallmark, Southern supermarket chain Publix, Radio
Shack, Midwestern discounter Meijer, Kay Jewelers,
Home Depot and Lowe’s.
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