Consumers rate Target, WM & Best Buy ads among the best
Playthings Staff -- Gifts & Dec, December 15, 2006
Washington– The top three holiday TV advertisements this year come from Target, Wal-Mart and Best Buy, according to a survey conducted for the Retail Advertising and Marketing Association (RAMA) by BIGresearch.
Companies rounding out consumers’ top 10 favorite holiday TV ads include Macy’s, JCPenney, Big Lots, Kmart, Old Navy, Kohl’s and Gap.
Though the results were consistent among most demographics, Best Buy overtook Wal-Mart for the number two spot in the lucrative 18-24 year-old category, among men, and among Midwesterners.
According to the survey, 16.9 percent of consumers said that their favorite holiday advertisement persuaded them to shop with a specific retailer. An additional 34.8 percent of consumers said they already planned to shop there. Additionally, young adults 18-24 were much more likely than other shoppers to say that holiday television ads sent them to specific stores (26.2% vs. 16.9%).
More than one-third of shoppers said that coupons (38.7%) and newspaper inserts (34.9%) influenced their decision about where to shop. Consumers also said they are persuaded by word of mouth (29.0%) and direct mail (19.4%).
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