On Target

February 25, 2009

by forrestsloan

The Target commercials “Brand New Day” are spot-on when it comes to understanding the new houshold economics.

They get that every purchase is now a serious economic decision so the benefits have to be front and center.  This goes for everything, no matter how basic.  Nowadays, a $9.99 DVD purchase and a $2.99 box of microwave popcorn are a much easier sell when framed as a “night at the movies” because you’re providing consumers with a lower-cost alternative to something they already are doing or might want to do.

Ad Age ran a nice piece today titled “Can Moms Save Us from the Recession?.”  It details some of the psychology behind household purchase decisions as made by today’s Mom.  Link to it here.   The parallels between these findings and the new Target ads are pretty obvious.  Nice work, Target.

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