September 2009 study

While research has found Target ads to be memorable, well branded and interesting to consumers, their recent Fathers' Day press ad also drove brand relevance.

Key findings:

  • Target ads are memorable, well branded and interesting to consumers.
  • In addition to providing a strong Call to Action they build Affinity with the brand and differentiate it.
  • The Father’s Day ad is also driving brand relevance.
  • It is more visually appealing and makes a clearer offer to consumers than Shop til you Pop.
  • The slightly better performance of the Father’s Day ad could be due it having a cleaner look and a single focus, combined with the Father’s day angle.
  • The ad compares favourably to other retail advertising we have tested recently.


Download full results of Target's Creative Benchmarking research below.

Learn more about Role Map, one of The Newspaper Works' proprietary effectiveness measures.

Find out more about the six strategic roles that can assist Advertisers in connecting powerfully with consumers in newspapers.  

    

Go through past Creative Benchmarking research:

  • August 2009: Ads from NSW State Govt, OPSM, Foxtel, Meat & Livestock.
  • June / July 2009: Results for AAMI, Mars, Kit Kat and Virgin Blue show that issues on the Public Agenda can connect powerfully with consumers.
  • May 2009: Featuring ads by Dan Murphy's, Ikea, Coles, David Jones and Myer.
  • Coles rethinks press adverts: Coles enjoy a complete turnaround in the effectiveness of its advertising following a change in direction for its press activity.

September 2009 Creative Benchmarking - Target press ads (1m, PowerPoint (.ppt) format)