Marketers Plan Holiday Ad Blitz

november 10, 2004  12:02 pm
Leading national retailers - worried about the size of their coming holiday haul - are intensifying efforts to find the right advertising to entice jaded shoppers into opening their wallets and purses before Dec. 25.

The goal of the campaigns, from retailers like Best Buy, Cartier and Target, is to stand out from the usual seasonal spiels by forging more emotional bonds with consumers. That is a response to the trend of shoppers showing increasing resistance to rational price-and-item pitches.

The need for retailers to use nontraditional approaches to differentiate themselves from the competition is becoming more urgent as analysts offer forecasts for revenue growth that are more ho-hum than ho-ho-ho.