If you watched this year’s Oscar broadcast you could hardly
miss JC Penney’s (or should I say JCP’s) new ad campaign featuring Ellen
DeGeneres. But did you get it? I know I sure didn’t. Here’s one of the ads they ran featuring
their new strategy – month-long values.
This week CEO Ron Johnson told the audience at a consumer
conference that “no one really understood what we intend to do is a sale; we
run 12 a year.” Really? No wonder they had a dismal first quarter. (Zmuda, 2012)
What do you think of this ad? Did you understand it? Did it make you want to buy something at JC Penney’s?
Zmuda, N. (2102, June 7, 2012. JC Penney Re-thinks its terminology, embraces ‘sales’ again. adage.com. Retrieved June 7, 2012, from
