The new initiative means Macy's will be spending more of its ad
budget on print, radio and newspapers, and less on TV. The move comes only a few months after the company connected with consumers with a splashy holiday TV campaign that featured celebrities such as
Donald Trump, Jessica Simpson, Mariah Carey and Martha Stewart.
Those series of ads achieved high recall among consumers, but sales at Macy's stores nonetheless were down last year. Hence the new approach to appeal at the local level.
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