On TV it is really brand awareness we are showing. And we're showing it's a hip, fun and entertaining place to shop. But both had a somewhat disappointing holiday season. Eberts says, however, it had more to do with the weather and the economy than with Target advertising. It is more of a fun, fashionable image that helps drive people into the stores.
Target is much more about developing the brand and the image.
It was a pretty challenging environment out there. Given that, they did a pretty good job. Target says staying focused is key to the brand's advertising. The fourth quarter is key. The media weight is heavier during the fourth quarter.