Sears crafts Web push that could hit $100 mil

Cuneo, Alice Z.
November 1999
Advertising Age;11/1/1999, Vol. 70 Issue 45, p1
Trade Publication
This article reports on an advertising campaign that will be launched by Sears, Roebuck & Co. to promote sears.com as of November 1999. The retailer will leverage $100 million in total marketing. The push kicks off with a $7 million television campaign breaking this week. The television spot, from OgilvyOne Worldwide breaks on November 4, 1999. It shows a 1950s-era family peering at new appliances in a Sears department-store window. The scene then moves to a modern family viewing a computer monitor displaying the sears.com Web site. Under pressure from home-improvement chains Home Depot and Lowe's, Sears has reformulated its tool offerings with more national brands besides Craftsman in the mix, and also has created new Tool Territory sections, both in its stores and online. In 2000, Sears will set up a Parts Direct and Wish Book section online. INSET: Poke Marts at Sears latch onto hot trend.


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