October 18, 2006
Jewelers to Expand Advertising This Holiday Season
NEW YORK - Jewelers are planning to expand their advertising channels for the
2006 holiday season, according to those who responded to the fall Jewelers Panel Survey conducted by the Jewelry Information Center (JIC). More than one-third of the panel responded that they are somewhat or very likely to expand their channels this holiday season. "It is reassuring to see jewelers putting a new emphasis on their advertising campaigns at this time of year," says Myriam Gumuchian, chairperson of the JIC board of directors.
Advertising channel expansion plans are more likely in the Southeast, South, and West, according to the JIC Jewelers' Panel. Jewelers in the East are least likely to expand advertising channels, with 39% saying they are "very unlikely" expand channels compared to 30% overall. National wholesale and manufacturing organizations are also more likely to expand channels this season.
The survey shows that the basic elements of the jewelry marketing mix for the 2006 holiday season are likely to be consistent with traditional advertising channels. Radio and local newspapers are anticipated to be the most popular advertising venues, with 67% of respondents saying they plan to use local and regional newspapers and 48% plan to use radio. Traditional Web sites also are being used by 63%.
The online member panel survey was created by JIC to better understand regional markets, how jewelry and watch trends translate to sales, and how the selling power of trends varies by region. The survey panel currently includes more than 350 jeweler participants from across the country.
For more information on the results of the latest JIC report or to join the survey panel, visit jic.org or e-mail email@example.com.