Feb
11
Old Navy Tries to Get a New Image
Posted in: Uncategorized
Michael Cape, a former JC Penney exec, plans to use the full force of Old Navy's $225 million advertising budget to target, primarily, women in their 20s. Major spring and fall campaigns will highlight the retailer's commitment to the group, while other segments, such as adults who make purchasing decisions for children, will be reached with circulars and direct mail. Mr. Cape talked to Ad Age about his strategy.
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