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Discount retailer Big Lots will launch a national $45 million TV campaign this week as part of a strategy to broaden the appeal of closeout shopping and raise the chain’s name awareness.
Seven 30-second spots, via SBC Advertising in Columbus, Ohio, tout the fun of bargain shopping. “We are trying to balance the excitement a closeout shopper experiences when they find the deal they can’t live without with a savings message,” said Kent Larsson, Big Lots svp of marketing.
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