Building the brand

Sales growth has been hard to come by this holiday season, but it’s not for a lack of marketing or memorable advertisements on Target’s part. In fact, the retailer’s holiday season ads topped a recent survey conducted by the Retail Advertising and Marketing Association.

According to the survey, 24.2% of respondents indicated Target had the best commercials, followed by Wal-Mart with 21.1% and Best Buy and Macy’s at a distant third and fourth with 8.4% and 8% respectively. Of course, ads from those retailers were in heavy rotation in early December when the survey was conducted, which ensured more impressions were made and aided awareness.

Target’s ads were ranked higher by most demographic groups and geographic regions; Wal-Mart prevailed with those earning less than $50,000 between the ages of 18 and 24 who live in the South. Target enjoyed its widest margin of preference with women, those earning more than $50,000 and people who live in the Northeast and West.

The focus of the survey was on television commercials. However, television commercials are not the most effective vehicle for influencing shopping behavior. Television advertising was identified by 26.5% of respondents as influencing their behaviors, whereas coupons (44%), word of mouth (32.3%) and advertising inserts (30.1%) were ranked higher.

The survey also indicated nearly one-in-five consumers (17.5%) were motivated to shop with a retailer once they saw the company’s ad, while 39% said they already shopped there. Young adults were more inclined to shop with a retailer after viewing its ad (29.6%), while adults 65 and over were the hardest to sway with only 8.7% saying they were influenced by a retailer’s commercial. Women (19.2%) were more likely to be persuaded by holiday ads than men (15.7%).