J.C. Penney shares rose 9% early Tuesday after a 25% gain last week after the company posted better-than-expected fourth-quarter results and said it was on
first-quarter track for its first profitable quarter since early 2011. An Academy Awards show sponsor the past 13 years, J.C. Penney rolled out six new TV spots during Sunday's telecast as part of its
latest "When it fits, you feel it'' marketing campaign. The ads impressed marketing pundits.