By John Glenday

Marketers are being given something to chew over this Christmas alongside their turkey following publication of a SurveyMonkey analysis of Christmas advertising campaigns, which found that just 12 per cent influence consumer shopping habits.

A massive seven in eight of those surveyed indicated that advertising camapigns held no sway over their purchase decision, insisting that quality and price were the determining factors in what gets boxed up under the tree.

In response SurveyMonkey is calling on brands to stop squandering advertising budgets on emotionally-charged ads which raise brand awareness but fail to translate into sales and instead target sales more aggressively.

Mansoor Malik, Read full story ›

Source: The Drum