Nordstrom, J.C. Penney and Old Navy were among the top retailers in advertising effectiveness for July, according to the ABX Advertising Effectiveness Benchmark Index. The fashion retail group tracked by ABX ran 88 ads in July and included retailers Neiman Marcus, Saks Fifth Avenue, Nordstrom, Lord & Taylor, J.C. Penney, Kohl’s, Macy’s, Sears, Old Navy, Dillard’s and the Gap. In June, the retailers ran 89 ads.
The ABX Index measures overall ad effectiveness and creativity across television, radio, digital, print and freestanding inserts. Each ad is rated by a consumer panel based on 15 variables — or very focused key performance indicators — with a score of 100 equaling “average effectiveness.” Awareness — or brand linkage — and “message” scores reflect the advertisement’s impact on audiences via its “reputation” and “Call to Action” scores.
In addition, ABX debuted new research that illustrates differences between testing ads among the general population and consumers earning more than $100,000 annually. “Fashion stores perform better at the higher income levels,” ABX noted. The likes of Neiman Marcus, Saks Fifth Avenue and Lord & Taylor perform better at higher income levels, as well as more affordable retailers such as The Gap, Old Navy and Macy’s.
The best “Overall” ad was J.C. Penney’s “It’s Finally Here, the Fourth of July” ad, a 15-second television spot centered on inclusivity. The top ad shows people in a variety of shapes and sizes having fun at the beach, which may be a nod to the #SeeHer movement, a campaign that aims to depict an honest portrayal of women and girls in media. The ad scored very high in Message and Action categories, at 130 and Reputation at 159. And its ABX Gender Equality Index score for all sexes were above an average of 100.
Kohl’s “I am so much better…” 15-second online video ad — which underscores a partnership between Kohl’s and Under Armour — scored the highest for the “Gender Equality Index.” The ad shows a mother and a son competing in soccer moves, and the son just barely beats the mom, ABX said. Though the ad has no dialogue, a strong message focused on authenticity, or “real people” is communicated, leading to a very high Reputation score of 151. It was Likeable at 140 and its highest Call to Action was Intent to Recommend, at 182. Though there was little reference to Kohl’s, its Brand Awareness was 107 and its Message score, 100.
The highest-scoring Purchase Intent was Nordstrom’s “Hello Hello Hello Hello — it’s your Wardrobe Calling” 30-second online video spot, which is one of the best-scoring ads for Purchase in July. Authentic, comical and energetic in its delivery, this ad scored high in Reputation at 139 and performed well in all Call to Action categories, including Intent to Purchase at 122. Its Brand Awareness was high at 106, as was its Message score, which reached 118.
Old Navy’s “Hi, I’m Kristen Bell and I want you to join me for a Back-to School Shopping Spree…” 15-second television spot is clear, bright and lively. The ad encourages viewers to participate in a drawing for a shopping spree and photo shoot with Bell, which will benefit Boys & Girls Clubs. Its Talk About It score was incredibly high at 222 and scored well in each category across the ABX Gender Equality Index. Also of note is its Reputation score, at 138.
The “Get More Out of Your Busy Life” 30-second television spot from Sears Kenmore had the highest score in the “Intent to Recommend” category, at 168. The “simple, but well done” ad scored high in Call to Action scores, including “Look for,” “Go to the Web” and “Talk About it.” Its high Reputation score at 133 was impressive, in addition to high scores in Message at 126 and Brand Awareness at 106.
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