TITLE

Penney 'looks' to fashion ad push

AUTHOR(S)
Cuneo, Alice Z.
PUB. DATE
August 1999
SOURCE
Advertising Age;8/16/1999, Vol. 70 Issue 34, p54
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article highlights the branding efforts of J.C. Penney Co. in 1999. The television advertisements feature a specific fashion and will have its creative dictated by the item. For example, a launch that features black stretch fabrics is shot in black and white. According to national advertising manager Lynne Wisdom, the company has moved to target two groups of women consumers. First is the moderate spender group aged 35 to 50 and the younger group aged 20 to 35. The company will eventually shift its TV campaigns from daytime to prime time and will add talk shows. Media buying responsibilities is delegated to MediaVest. Spending was estimated in the range of $35 million. Penny's will also have a concentrated print campaign, with advertisements in fashion, home and service magazines.
ACCESSION #
2166739

 

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