MARKETING/SOCIAL MEDIA

Ace Metrix: Target had top back-to-school ad

BY Dan Berthiaume

Mountain View, Calif. – Target’s back-to-school ad “Supplies They Need” resonated most with consumers among all back-to-school ads in 2014. According to TV and video advertising analytics provider Ace Metrix, consumers awarded an Ace Score of 673 to the Target spot.

Kohl’s is the most prolific back to school advertiser, airing 14 back to school ads, most of which focused on its seasonal styles and sales. The department store brand also had the highest average Ace Score (552), with Walmart, J.C. Penney and Staples falling next in line, of brands airing three or more pieces of back to school creative. Target’s “Supplies They Need” earned the highest Ace Score (673) and was the only Target spot to feature the charitable program which matches all supplies sales with a donation to the Kids in Need Foundation. The program contributed greatly to the strong score with 48% of respondents identifying the message or the featured offer to be the best thing about the ad, while another 8% said it was the visuals and 7% said the music.

While moms are generally thought of as the primary back to school shoppers, some brands showed dads being the back to school hero, a creative spin that was completely absent last year. Ads featuring dads in a leading role scored, on average, 6% higher with consumers. The highest rated dad-centered ad is Dell’s “A Genius,” which consumers gave an Ace Score of 624, the fourth highest score overall. Sonic, RadioShack, Yoplait and Toyota also used dads and humor to grab consumer attention.

The use of humor was dramatically higher than previous years, with 34% of back to school ads using humor this year, whereas only 16% of ads used humor in 2013. While scores for funny ads this year were higher than those of last year, funny ads on average performed less well than other back to school ads. The most effective, funny ads came from Sonic. Its 30-second and 15-second ads, “Letter Jacket,” earned 616 and 612, respectively, and were a new twist on its back to school ads from the prior year.

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OPERATIONS

J.C. Penney partners with Fanatics for online sports store

BY Dan Berthiaume

Plano, Texas – J.C. Penney Company is launching a new online sports store on its e-commerce site that will be powered by Fanatics, an online retailer of officially licensed sports merchandise. Fanatics, which operates the e-commerce platform for hundreds of collegiate and professional sports teams, leagues and media sites, will provide fans with a selection of team sports apparel and merchandise at JCPenney.com, offering more than 300,000 licensed products spanning all the major sports leagues.

"Our partnership with Fanatics enables us to deliver even more quality team merchandise that our customers want during their favorite sports season,” said John Tighe, senior VP of men’s apparel for J.C. Penney. “Whether it’s football in the fall or March Madness in the spring, J.C. Penney has the caps, shirts and collectible gear to make any sports enthusiast a true fanatic."

Known as the Sports Fan Shop on JCPenney.com, the store features seamless navigation and a quick checkout process. There is also a flexible return policy, which includes low-cost shipping options and satisfaction guarantees. Fanatics will fulfill orders from multiple distribution outlets located across the country.

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OPERATIONS

Walmart, Target, CVS and Exchange make ‘best companies for Latinas to work for’ list

BY Marianne Wilson

New York — Walmart, Target, CVS Caremark and the Army & Air Force Exchange Service are among the 50 best companies for Latinas to work for, according the magazine Latina Style.

Walmart ranked No. 10 on the list, Target No. 36, CVS Caremark No. 41 and the Exchange No. 46. The 2014 Latina Style 50 will be published in the magazine’s special August issue, and the companies will be recognized at the magazine’s awards ceremony and diversity conference early in 2015.

“The Exchange consistently champions diversity, and this national award is a testament to our strong commitment to excellence,” stated Exchange executive VP and chief merchandising officer Ana Middleton, one of the Exchange’s highest-ranking Hispanic women. “Diversity in the work force is essential to ensuring the Exchange serves soldiers, airmen their families and retirees in the best way possible.”

The companies were chosen for Latina Style 50 after evaluation of more than 800 companies.

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