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JCPENNEY LAUNCHES NEW MARKETING CAMPAIGN

 PLANO, Texas, Oct. 27 /PRNewswire/ -- J. C. Penney Company, Inc. (NYSE: JCP), the nation's largest department store and catalog retailer, will launch a $60 million marketing campaign on Nov. 1, 1993, to tell customers that JCPenney is the right place for the right merchandise and the right values for today's department store shoppers.
 Television media for the campaign will kick off at 8:30 p.m. (EST). The first night has 60 second spots scheduled exclusively during prime time. Following the introduction, the campaign will air in a combination of 60 and 30 second units in such programming as Dances with Wolves, Wizard of Oz, Ghost, and a new Bill Cosby movie. The campaign extends into newspaper advertising as well as in-store signage for a complete synergistic effect.
 W. Barger Tygart, senior executive vice president and director of merchandising and support operations for JCPenney, said, "The campaign highlights two major company initiatives -- private brand development and quality assurance. It has been developed in the overall context of a marketing strategy of offering a selection of private brands and wanted national brands with outstanding value."
 The campaign, which was prepared by JCPenney's advertising agency, Dallas based Temerlin-McClain, Inc., pulls together the entire JCPenney message which demonstrates the diverse fashion appeal of the merchandise available at JCPenney.
 -0- 10/27/93
 /CONTACT: Barbara Bierman, (fashion) 214-431-4757, or Duncan Muir, (business) 214-431-1329, both of JCPenney/
 (JCP)


CO: J.C. Penney Company, Inc. ST: Texas IN: REA SU:

TS -- NY056 -- 7246 10/27/93 11:39 EDT
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Publication:PR Newswire
Date:Oct 27, 1993
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