Content about Advertising

ECRM compared retail circular advertising in April 2012 vs. April 2013 and noticed some common overall trends across top retail chains.  While looking at the data, the biggest change from April 2012 to April 2013 came from Lowe’s Home Improvement.

ECRM compared retail circular advertising in March 2012 vs. March 2013 and noticed some common overall trends across top retail chains. Surprisingly the total number of pages per circular increased across the majority of retailers included in the study which shows that retailers are still focused heavily on their print circulars.

DEERFIELD, Ill. — Walgreens has selected OMD to be its new media planning and buying agency of record. OMD will be responsible for U.S. and Puerto Rico activity related to traditional, multicultural, digital and mobile media planning and buying. The business will be led from OMD’s Chicago office.

CINCINNATI — Dunnhumby Ltd.,an analyzer of brand value for consumer goods and retail companies, has hired Lung Huang, formerly of Arbitron, as VP digital advertising for global partnerships. In this newly created role, Huang will lead the company’s efforts to expand their integrated suite of solutions across media - both offline (traditional TV and print) and digital (online, mobile, social), across the globe. He will be based in New York City.

In December, the retailers that increased their page counts were balanced out by those that decreased their page counts. However, of those retailers that did reduce their page counts, only two also reduced the number of inserts distributed by more than 2%. 

Keeping with their November strategy, Walmart continued its aggressive promotions this month, and has shown a significant increase in both drop of flyer and pages per flyer. They showed the highest growth compared to other advertisers in page counts, and the second highest growth in number of flyers.

Michael Francis is among 10 top executives Advertising Age has singled out on a list of movers and shakers for 2013.

Digital audience measurement firm comScore has launched a new service called Media Metrix Multi-Platform to help advertisers makes sense of how shoppers are interacting with their brands in an increasingly multi-channel world.

NEW YORK — Luxury shoe retailer Stuart Weitzman has promoted Susan Duffy to chief marketing officer. Duffy, who joined the company in April 2011 as SVP global marketing and communications, will continue to lead marketing, advertising, public relations and social media to ensure the branding message is consistent across all worldwide communications platforms as the company expands into new markets.

With shoppers making fewer trips and impulse purchases, the need to influence them earlier and more frequently in the purchase decision-making cycle is critical for sales success. To accomplish this, consumer packaged goods (CPG) retailers and manufacturers are increasingly using cooperative advertising and promotion programs that target shoppers at home when they are most likely to be planning shopping trips and creating lists. As retailers, understanding what your competition is planning for in-home is just as essential to staying competitive as what’s happening in-store.

ST. PETERSBURG, Fla. — Simple demographic targeting does not weight advertising exposures toward households that have greater purchasing value, according to a study by Catalina Marketing released Monday. The study shows that, for a cross-section of major consumer brands, an average of just 15% of television ad exposures reach the households that account for 80% of sales. Meanwhile, brand advertisers deliver 64% of exposures to households that account for just 2% of sales.

The steady erosion of newspaper circulations naturally has led many to predict that the printed ad circular is not much long for this world and will quickly disappear as consumers demand more digitized ads and coupons. Last year, the Associated Press, along with 32 other publishers and 30 retailers, launched iCircular to help stave off declining ad revenue.

FRAMINGHAM, Mass. — Staples has awarded five small businesses $50,000 in free advertising and cash as part of the “Give Your Small Business the Push It Needs” contest. 

Selected from hundreds of video entries submitted on Staples’ Facebook page (facebook.com/staples), each of the five small businesses will receive a total of $50,000 in local cable television advertising and cash in their home markets.

The winners include: