Keep those coupons coming!
In a study conducted for the Retail Advertising and Marketing Association by BIGresearch, a consumer research firm, only about 26 percent of consumers can recall one holiday television commercial that they particularly liked. About 17 percent said TV ads influence where they shop, though that number jumps to more than a quarter among young adults.
Phil Rist, BIGresearch's vice president of strategy, said the real traffic drivers are the less-glamorous coupons and newspaper inserts. More than one-third of shoppers said each factored into their shopping decisions. And 29 percent said recommendations from family and friends sway them.
Still, Rist said, many shoppers have come to expect elaborate holiday advertisements from retailers to help set the season's tone.
"The TV commercials tend to be more of the feel-good branding versus a call to action to come see me today and buy something," he said.
Click here to read the full story: http://www.washingtonpost.com/wp-dyn/content/article/2006/12/15/AR2006121501934.html