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DALLAS JC Penney will rely on shorter TV spots for its holiday advertising and expects no increase in ad spending from last year, company executives said.
In unveiling the company’s holiday advertising this week, Penney executives said they expected sales to rise slightly despite the flat ad budget.
The high cost of energy could put a damper on a Christmas season that Ken Hicks, president and chief operating officer of stores, described as “competitive and challenging.”
Penney will open its holiday efforts with 15-second spots for gift cards and will use 30-second spots for more general ads, the company said.
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