Advertisers that ran heart string-tugging ads were particularly popular with consumers this holiday season. That is the conclusion of a survey conducted by BIGresearch for the Retail Advertising and Marketing Association (RAMA).
"Retailers went out of their way this holiday season to connect with shoppers," said Mike Gatti, executive director of RAMA, in a press release. "The advertisements that ultimately won out reached beyond television sets with messages that found their way into shoppers' hearts and minds."
Among the ads that consumers liked best include those produced by Target, Walmart, Best Buy, Macy's, Kohl's, Sears, Kmart, JCPenney, Old Navy and Toys "R" Us.
According to RAMA, 17.5 percent of consumers were motivated to go to a retailer's store after seeing an ad. Young adult consumers (29.6 percent) were most likely to go shopping after seeing an ad, while those 65+ were the least likely (8.7 percent).
While television spots were most likely to catch the attention of consumers, other forms of advertising and promotion were also effective, including coupons (44.6 percent), ad inserts (30.1 percent), newspaper ads (24.5 percent), direct mail (18.5 percent) and email (15.8 percent).
Coupon usage was up nearly a full 10 percentage points this year versus 2007.
"Budget-conscious shoppers are taking full advantage of coupons and special promotions this holiday season," said Phil Rist, executive vice president, strategic initiatives, BIGresearch. "Consumers will continue to comb through newspaper ads and print out email offers as they head into the final hours of the holiday shopping season."
Discussion Questions: Was advertising more important this holiday season for retailers than in years past? What themes do you think were most successful in retailer ads? Are there particular ads that stand out, good or bad, for you?