It's That Time of Year Again...

As the holiday draws ever nearer, I have to wonder if all of the holiday commercials that are churned out, actually make an impact on what and where those precious gift purchases are made. After reading a recent article in the NY Times detailing the creation of the Cingular Wireless commercial spoofing the beloved "A Christmas Story", I am drawn even further to wondering just how effective will this advertisement be when consumers begin to think of what brand of cell phone should I get for...

http://www.nytimes.com/2006/11/27/business/media/27adcol.html?ex=1322283600&en=02c9670e5d7f92dd&ei=5088&partner=rssnyt&emc=rss

Commercials serve many purposes, however one of the main purposes results in creating awareness for brands, so that when consumers enter the marketplace they can associate ideas, feelings, emotions, and memories to their purchase. Does holiday advertising, in such abundance, actually help out the brand's chances of being chosen? Or does it come down to what the brand stands for and displays during the other eleven months of the year? Will one month's worth of snowy-fire glowing-gift wrapped-sing songy images change the brand's image enough to make it the perfect holiday treat?
-Katie David