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Ad effectiveness accolades overlook sales impact
Walmart dominated the airwaves this holiday season and the investment paid off, according to advertising measurement firm Ace Metrix which compiled a list of the most effective holiday ads.
Walmart topped the list with a heartwarming spot called Christmas Magic which featuring a selfless child donating a toy he desired to the Salvation Army only to discover he was the recipient of the same toy on Christmas Day. Walmart aired more than 40 unique pieces of holiday-themed creative this season, making it the most prolific advertiser of the season, according to Ace Metrix.
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Report: Holiday shipping and mailing activity grows
Port Washington, N.Y. -- In the week following Thanksgiving 2013 (Dec. 1 – Dec. 7, 2013), sales of mailing and shipping products were up 13% to $13.3 million, compared the previous year (Nov. 25 – Dec. 1, 2012). In addition, new analysis from The NPD Group indicates that within shipping and mailing categories, wrapping sales were up 52%, mailer sales rose 17% and packing tape sales grew 14%.
By channel, mailing and shipping product sales rose 14% in the brick-and-mortar channel compared to the same period a year earlier and 3% online.