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Market Track: March 2012
In March there was a decline in the number of circulars overall, however, pages per flyer increased. The increase in pages was primarily due to a significant increase in Walmart and Toys"R"Us page counts. Much of the promotional activity was driven by Easter falling earlier in April as compared to 2011.
Walmart distributed an additional four-page flyer in the week of 3/11/2012; they also circulated two flyers instead one in most of the markets in the week of 3/4/2012. These additional flyers accounted for the increase total pages as compared with last year.
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Off Target?
If you’re like me and watch more TV than you should, you’ve probably seen the unusual new Target commercials with the hot air balloon. These “Color Changes Everything” spots feature a troupe of lively individuals landing in a hot air balloon (which, when seen from above, sports a gigantic version of the distinctive Target bullseye logo) and cavorting through an urban setting in acrobatic fashion, magically transforming the clothing, accessories and household goods of the people they encounter into stuff that is brighter, hipper and generally cooler and more fun.
