Although consumers are spending a little less this holiday season, a survey of 8,860 consumers from BIGresearch for the Retail Advertising and Marketing Association, found that nearly 1 in 5 consumers (or 17.5%) is more motivated to shop with a retailer once he/she saw the company’s ad. In addition to traditional print advertisements, other tactics that are working for retailers include coupons, advertising inserts, direct mail and e-mail. The survey found that young adults were the most inclined to shop with a retailer after being exposed to their advertisement (29.6%) while women (19.2%) were persuaded more than men (15.7%). Consumers listed Target, Wal-Mart, Best Buy, Macy’s and Kohl’s as the retailers they were most influenced by. Sears, Kmart, JCPenney, Old Navy and Toys “R” Us were other ads in the top 10 list.
For the full article which details the percentage breakdown of call-back from newspaper ads, advertising inserts, direct mail and e-mail, go to: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i5f45653915ac1124963e9a1ed78ffeb5