What Super Bowl 2011 Advertising Successes Mean to the Retail Industry, From Industry Expert & RAMA Chairman of the Board Kathy Doyle Thomas

    MADISON, WI, February 10, 2011 /24-7PressRelease/ -- Of the top 10 commercials as ranked by Ad Bowl, http://adbowl.com/winner.php, the majority of advertisements in the Super Bowl have a strong emotional appeal. Kathy Doyle Thomas, Chairman of the Board for the Retail Advertising and Marketing Association, a division of the National Retail Federation and Executive Vice President of Half Price Books, which is based in Dallas, Texas, said that doesn't surprise her.

"The data has shown that winning a consumer's heart is still the best avenue for marketers to take," explained Doyle Thomas. "One of my personal favorites was the NFL commercial where they showed us how integrated the NFL is in our lives - and has been for many years."

However, much has changed since The Fonz wore green and gold on Happy Days, including the advent of social media, where fans, experts and pundits alike share their thoughts on Facebook, Twitter and YouTube. There is far more data than ever about how consumers are responding to commercials. This is something retailers across America are paying attention to, especially given that it costs an estimated $2.8 million to $3 million for each 30 seconds of air time in the Super Bowl.

According to an Ad Age retail expert, retail is a weak category for the Super Bowl. However, Best Buy stepped in this year with its first launch and a major announcement about their Buy Back program. A consumer poll in the New York Daily News showed that 65% of respondents liked the way Justin Bieber made fun of himself and thought the ad was "awesome". The science shows that it is a personality contest, so if they like the brand, they'll do business too.

Whether or not retailers will invest more heavily in Super Bowl 2012 remains to be seen. This isn't the prime season for selling for retailers although some would argue that it could really jumpstart the company's revenues for the year and make the holidays a little less of a nail biter. "Best Buy is leading the way, but I'm confident that other retailers will follow," explained Doyle Thomas.

About Kathy Doyle Thomas

Kathy Doyle Thomas is the Executive Vice President of Half Price Books, a leader within the book industry and a champion for literacy in the United States. She is also beginning her second term as the Chairman of the Board for the Retail Advertising and Marketing Association.

About Half Price Books

Half Price Books is the largest family-owned new and used bookstore chain with 110 retail locations in 16 states. Stores are open seven days a week and buy and sell new and used books, magazines, comics, records, CDs, DVDs and collectible items. Half Price Books has been dedicated to environmental and literacy efforts for 38 years and supports hundreds of local, national and international programs. Each year the company sponsors the Half Pint Library Book Drive at each of its stores, donating thousands of books to hospitals and clinics throughout the United States. Half Price Books is a founding contributor to Laura Bush's National Book Festival, a continuing supporter of the National Center for Family Literacy and Feed the Children, and the founder of the environmental website BecomeGreen.org. For more information about Half Price Books, its store locations and corporate initiatives, please visit www.halfpricebooks.com.

About the National Retail Federation and the Retail Advertising and Marketing Association

The National Retail Federation is the world's largest retail trade association with membership that comprises all retail formats and channels of distribution. NRF represents an industry with more than 1.6 million U.S. retail establishments, more than 24 million employees - about one in five American workers - and 2008 sales of $4.6 trillion. As the industry umbrella group, NRF also represents more than 100 state, national and international retail associations.

The Retail Advertising Marketing Association (RAMA), a division of the National Retail Federation, provides unique networking opportunities, industry research and educational programming for retail advertising and marketing professionals.

For more information or to schedule an interview with Kathy Doyle Thomas, please contact Laura Gallagher at [email protected] or at 608-442-6336.

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