• AdAge, Wednesday, December 16, 2009 10:31 AM

Natalie Zmuda reports on a Retail Advertising and Marketing Association survey, conducted by BIGResearch, which finds that Walmart's holiday commercial topped Target's, ending the latter's holiday-ad dominance.

Only 17% of consumers said their favorite ad motivated them to shop at a particular retailer, while 50% said it did not. One-third of consumers said their favorite ad didn't have an impact, because they already shop at that retailer.

When it came to what does influence holiday shoppers, coupons emerged as the most influential, with 45% of consumers citing them. Word of mouth and advertising inserts influence 27% of consumers, while broadcast TV and newspapers influence 23% and 22% of shoppers, respectively.

Read the whole story at AdAge »