Saks Fifth Avenue, Macy’s Score Top Spots in Advertising EffectivenessSaks Fifth Avenue, Macy's, J.C. Penney and Kohl's garnered the top spots for ad effectiveness in June.

[Collection]Saks Fifth Avenue, Macy’s and J.C. Penney were among the top retailers in advertising effectiveness for June, according to the ABX Advertising Effectiveness Benchmark Index. The fashion retail group tracked by ABX ran 125 ads in May and included retailers Neiman Marcus, Saks Fifth Avenue, Nordstrom, Lord & Taylor, Penney’s, Kohl’s, Macy’s, Sears, Old Navy, Dillard’s and the Gap. In June, the retailers ran 88 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. Click here for a copy of the June 2018 Retailer Advertising Effectiveness Report for Retailers. J.C. Penney attained the top score for the best “overall” ad in television for its 15-second spot “Shop Father’s Day at J.C. Penney.” Centered on its offering to “Spend $50 earn $10 in J.C. Penney bonus bucks,” the ad shows jovial shots of a family and friends playing basketball. Its high ABX index score of 124 connotes a strong brand linkage, with

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