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J.C. Penney this week launches an $18 million national television campaign that promotes 14 specific gift offerings via its stores, catalog and Internet site.
The campaign, by Temerlin McClain in Irving, Texas, breaks during prime time programming on CBS and ABC on Nov. 26 and runs through Dec. 23. A four-page ad in People supports.
Gale Duff-Bloom, president of marketing for Plano, Texas-based J.C. Penney, said the television budget represents an increase of 40 percent over the retailer’s 1997 holiday effort.
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