Study: Retail Ads Working

Consumers may not be spending as much this holiday season, but they are being influenced by certain retailers’ ads. Other retail tactics are also working this season, including coupons, advertising inserts, direct mail and email.

Nearly one in five consumers (or 17.5 percent) is motivated to shop with a retailer once he or she saw the company’s ad, according to survey of 8,860 consumers conducted by BIGresearch for the Retail Advertising and Marketing Association. Young adults were even more inclined to shop with a retailer after viewing their ad (29.6 percent) and women (19.2 percent) were more persuaded by holiday ads than men (15.7 percent).

Among the retail ads consumers pointed to as the best were those from Target, Walmart, Best Buy, Macy’s and Kohl’s. Other ads on the top 10 list were Sears, Kmart, JCPenney, Old Navy and Toys “R” Us.

“Retailers went out of their way this holiday season to connect with shoppers,” said Mike Gatti, executive director of RAMA.

In addition to TV ads, other tried-and-true marketing tactics also drove consumers to the stores. Hamstrung by a tough economy, nearly 45 percent of consumers said coupons were a factor, up from 35.2 percent last year. Also swaying consumers were advertising inserts (30.1 percent), newspaper ads (24.5 percent), direct mail (18.5 percent) and email ads (15.8 percent).