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SEARS LAUNCHES NEW AD CAMPAIGN THANKSGIVING NIGHT

 SEARS LAUNCHES NEW AD CAMPAIGN THANKSGIVING NIGHT
 CHICAGO, Nov. 26 /PRNewswire/ -- Sears, Roebuck & Co. (NYSE: S)


today announced it will launch on Thanksgiving night a new advertising campaign, titled "You Can Count On Me," to communicate Sears' commitment to its core values of trust, integrity, quality and superior merchandise value.
 Sears' new theme will debut in the retailer's holiday advertising airing Thursday during its exclusive sponsorship of the first-ever television broadcast of "E.T., The Extra-Terrestrial" on CBS-TV at 8 p.m. (EST/PT). "E.T." will be broadcast in Spanish on the Telemundo television network Nov. 29 at 8 p.m. "E.T." is the first presentation of the Sears Family Theater.
 "Thanksgiving night is just the beginning of our campaign, which will be the strongest Sears holiday media plan in history with the heaviest presence ever in print and electronic media," said Matt Howard, senior vice president of marketing for Sears.
 Sears has created 23 new ads that will be shown during 15-1/2 minutes of air time Thanksgiving night. Store general managers from Houston and Lake Grove, Long Island, and Janice Page, a national merchandise manager in Chicago, are featured in the campaign's launch.
 "'You Can Count On Me' is a reaffirmation of our core values and is based on our promise of trustworthiness to our customers," Howard said. "Sears is committed to product quality and total customer satisfaction both before and after the sale and the campaign reminds Sears customers what they've always liked about Sears.
 "There are many different ways Sears pays off the promise of satisfaction guaranteed right now and that's what this campaign is about," Howard said.
 "To customers, 'You Can Count On Me' means satisfaction guaranteed and demonstrates how Sears brings this promise to life every day through programs like the Craftsman lifetime hand-tool guarantee, the KidVantage wear-out warranty, 1-800-DIEHARD free jump-start service, and the commitment of Sears Product Services, the largest service organization in America," he said.
 Howard pointed out that the new theme means unique Sears brands like Kenmore, Craftsman and DieHard, which are all leaders in their fields.
 The new campaign also is designed to provide an internal communications vehicle to help achieve customer service improvements.
 Ogilvy & Mather in Chicago created the campaign for Sears.
 -0- 11/26/91
 /CONTACT: Gerald E. Buldak, 312-875-8371, or Perry D. Chlan, 312-875-7079, both of Sears/
 (S) CO: Sears, Roebuck & Co.; Ogilvy & Mather ST: Illinois IN: REA ADV SU:


GK -- NY058 -- 7353 11/26/91 13:48 EST
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Copyright 1991 Gale, Cengage Learning. All rights reserved.

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Date:Nov 26, 1991
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