Old Navy, Macy’s Garner Top Spots in September ABX IndexKohl’s, Macy’s, Old Navy and Sears were top retailers in advertising effectiveness for September.

[Collection]Macy’s, Old Navy and Sears were among the top retailers in advertising effectiveness for September, according to the ABX Advertising Effectiveness Benchmark Index. The fashion retail group tracked by ABX ran 88 ads in September 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 August, the retailers ran 114 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 September 2018 Retailer Advertising Effectiveness Report for Retailers. Kohl’s 15-second online video scored the top spot for Best “Overall” Ad, with its “It’s Here! Kohl’s Lowest Prices of the Season” campaign that was “simple, straightforward” and set to rock music. ABX noted that the retailer’s ad effectiveness score is driven by its ‘Kohl’s Cash’ concept, which gives shoppers a $5 credit to the store for every $25 spent. Kohl’s Cash impacts its

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