For years, you could always tell a Target ad from the competition. There weren't contrived scenarios that told you you'd get a good deal shopping at Target. Instead music and fast moving images were juxtaposed one against another, then the familiar red logo would appear.
You felt you had just seen something clever, trendy, and effective. You never came away from the ads knowing that lamps had been slashed to 2/$9.99, but you always felt that Target would give you both value and style for a reasonable price.
This year, apparently the store decide that smart, trendy ads weren't enough, so their ad agency devised a series of ads to drive home the premise that you get more for your money at Target. Just in case people thought they were watching ads for Saks, they put a variation of the same script in the months of several sets of rather homey looking people that went like this:
Receiver: "I'm not worth this nice gift you bought."
Giver: "Well, shucks, I didn't pay that much for it. I bought it at Target."
After several years of smart, trendy ads, Target turned to "well, shucks"? What were they thinking? What I came away thinking was that if my shopping patterns were based on one set of ads, I'd shop elsewhere.
That may not be the general consensus of all viewers but the example serves as far warning to anyone who puts their message out there. The website you choose, the ad copy, the colors, the tone, the offer all influence how people perceive you. If you change your presentation, it's important to run the new version past a few critical eyes to make sure the change is an improvement.