Target is on the Mark

Ratings: 1 (low) to 4 (high)
Stickiness: 4
Quality: 4
Hit/Miss: Hit
Overall: 3

Comments:
The last few years' of Target Commercials have been well-developed and well-received. They delicately balance artistic quality with fun, catchy tunes and effective design and videography. I feel, however, they are at a turning point, and may not be sure what their next advertising evolution might be.

When Target's ad campaign really took off, it was fighting for market space at the big-box retailer end of the spectrum, but with some higher quality products and designs - from appliances to fashion. K-Mart had recently gone bankrupt, Wal-Mart was (and still is) the king of big-box retailers. But, in an area of the market rife with razor-thin margins and bulk purchasing requirements dotting the survival landscape, Target made it work. Target successfully carved out their own little niche, and have nurtured that customer base to evolve into an interesting dissection of the population. This is why, I believe, their advertising efforts point forward may need to diverge.

Their customer base has grown, but so have their consumer key demographic variances. The younger demo will like seeing the current strategy push the envelope further, much as the initial Target ads for niche-development did a few years ago. The younger demo feels these ads are becoming stale - same style, different song/products/color scheme.

On the other hand, the latter aged half of the customer base seems comfortable at the current advertising strategy, and may appreciate a little slower display of products over the stylized designs and rotations. In summary, good effort - can you make it last, Target?