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Survey: Walmart, Target and Old Navy tops in awareness — and that's not all


Back-to-school advertising appears to be losing some of its resonance with consumers.

Walmart, Target and Old Navy scored the highest awareness levels among consumers (with children under the age of 18) in a survey of BTS advertising from 30 retailers by YouGov BrandIndex. But many retailers scored less than last year.

For example, 42% of the surveyed parents recall Walmart's advertising, compared to 50% at this time last year. Target's advertising is recalled by 34.3%, while Old Navy is recalled by 30.9%.

Walmart, Target and Old Navy also lead the list of retailers that parents are considering for their next purchase. Marshalls, H&M and Footlocker were among the retailers racking up major gains in purchase consideration.

Old Navy is tops in value perception, followed by Walmart and Target.

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