Macy's seeks balance in all things ad-related

Zmuda, Natalie
March 2008
Crain's Chicago Business;3/31/2008, Vol. 31 Issue 13, p19
The article reports that department-store chain Macy's Inc. is planning an advertising campaign aiming to increase sales of its commercial products by adapting merchandise and marketing based on area preferences. Macy's Inc. is seeking to balance its one-size-fits-all national television campaign with locally tailored products and promotions. According to Peter Sachse, the company is trying to find the perfect mix of national and local.


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