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NRF: Emotional ads hit home this holiday season

December 17, 2008

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Washington--Ads that touch both on the emotional side of holiday shopping as well as price are proving to be among consumers' favorites this year, according to the latest research by the National Retail Federation (NRF).

According to the survey, conducted for the NRF by Big Research, consumers ranked Target, Wal-Mart, Best Buy, Macy's and Kohl's as having the best holiday TV commercials.

Other retailers on consumers' top 10 list include Sears, Kmart, J.C. Penney, Old Navy and Toys "R" Us.

According to the survey, nearly one in five consumers (17.5 percent) were motivated to shop with a retailer once they saw the company's ad, while 39 percent said they already shopped there. Young adults were more inclined to shop with a retailer after viewing their ad (29.6 percent), while adults 65 and over were the hardest to sway with only 8.7 percent saying they were influenced by a retailer's commercial. Women (19.2 percent) were more likely to be persuaded by holiday ads than men (15.7 percent).

"Retailers went out of their way this holiday season to connect with shoppers," RAMA Executive Director Mike Gatti said in a media release. "The advertisements that ultimately won out reached beyond television sets with messages that found their way into shoppers' hearts and minds."

One ad of note this year is J.C. Penney's "Beware of the Doghouse" viral print and Web campaign, which drives home the point to men that diamonds are a good choice for the woman they love, rather than thoughtless gifts (such as a vacuum cleaner) that land them in the "doghouse."

The Beware of the Doghouse campaign, delivered via a mini-movie created by promotional powerhouse Saatchi and Saatchi, can be seen on YouTube as well as on BewareOfTheDoghouse.com, where viewers can also "put someone in the doghouse," "see who's in the doghouse" and "learn how to get out of the doghouse," with diamond jewelry suggestions from J.C. Penney.

The commercial has already garnered hundreds of thousands of views on YouTube and has spurred multiple viewer comments, including:

--"Absolutely brilliant!"

--"Penney's takes a giant step forward and gives us all (except those who don't get it) a good laugh."

--"I'm a guy, married 28 years, and have been in the doghouse more than once. I think this is one of the funniest, most brilliant commercials I have ever seen! And am certainly not offended at all. Keep 'em coming J.C. Penney!"

--"This is spot-on perfect. Great production value, acting, the whole lot. Just a brilliant bit. As it is supposed to, it makes you think of Penney's as something different than just the 'place that has white sales.'"
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