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Target Boosts Marketing Spend As Value Message Takes Hold

  • Ad Age, Wednesday, August 19, 2009 10:39 AM
Target executives say it is finally gaining traction in its fight to convince consumers that it's just as cheap as rival Wal-Mart, Natalie Zmuda reports. Part of that strategy is a "low-price promise" that went nationwide July 12.

"We think this will be a terrific credibility builder and marketing umbrella to reinforce that we have strong values both every day and on sale," says Gregg Steinhafel, president-CEO of the low-price program, which it is building store by store.

Marketing spending this fall, as a percent of sales, will be up compared with a year ago, Target executives say. It's planning a campaign to promote the pharmacy business in the second half, including a TV spot, and also intends to sharpen its focus on Halloween.

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