Target, Wal-Mart, and Macy's Ads Top among Holiday Shoppers

Holiday TV advertisements from Target, Wal-Mart, and Macy's are attracting more consumers, according to a recent survey conducted for theRetail Advertising and Marketing Association (RAMA) by BIGresearch. The survey revealed the top 10 holiday TV ads, with Best Buy, Sears, Kohl's, Kmart, JCPenney, Publix, and Meijer following the top three. "With the retail industry becoming increasingly competitive, great advertising can quickly set one company apart from another in the eyes of consumers," reported Mike Gatti, executive director of RAMA. According to the survey, 17.1% of consumers admitted that their favorite holiday ads lured them away from other retailers. An additional 31.5% of consumers said they had already planned to shop at one of the top three advertisers. Among other advertising mediums, coupons topped the charts and influenced 35.2% of shoppers to shop, followed by newspaper inserts (30.4%) and word of mouth (22.7%).

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