TITLE

K mart flaunts younger look

AUTHOR(S)
Strnad, Patricia; Hunt, Heather
PUB. DATE
August 1990
SOURCE
Advertising Age;8/13/1990, Vol. 61 Issue 33, p28
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article provides information on the advertising campaign of retailer Kmart Corp. in the U.S., as of August 13, 1990. Kmart, seeking a modern look and younger, more affluent customers, is breaking a new advertising campaign positioning the retailer as an exciting, trendy place to shop. Print advertisements are via Ross Roy Inc. Network and cable TV spots broke on August 12 via Calet, Hirsch & Spector. The campaign lays the foundation for future Kmart advertising. All creative will follow the same format, enabling consumers to readily identify an advertisement as one for Kmart, said Anna Kabot, SVP director on the account.
ACCESSION #
10484813

 

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