JCP styles up integrated push

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JCPenney's new campaign positions its products as “great style with an affordable price,” targeting consumers shopping with an eye toward the economy.

The campaign, which launched Novem­ber 16, incorporates pre-print, direct mail, national television ads, radio, online and e-mail components as well as non-tradi­tional media elements, such as in-cinema ads and mobile phone marketing. It will highlight JCPenney's “Red Box” gifts, a collection of 60 popular Christmas gifts available in-store, online and via catalog.

Customers can opt in for the mobile part of the campaign at to receive a “Black Friday” wake-up call on November 28, said Kate Parkhouse, a spokesperson for JCPenney. Stores will open at 4am that day. Those who opt in to receive mobile messaging also will receive text message updates on sales and a link to a WAP site with further informa­tion, Parkhouse added. The company has previously used mobile marketing for back-to-school campaigns.

The company also will send out its annual 48-page “gift guide,” which high­lights popular holiday gifts, and e-mail blasts to JCPenney customers with infor­mation about holiday sales and links back to


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