GOLDMAN SACHS REPORT LISTS WHO'S AHEAD IN ADVERTISING.
HFN: The Weekly Newspaper for the Home Furnishing Network, August, 2005 by Thau, Barbara
Byline: Barbara Thau
NEW YORK-Wal-Mart relies on price promotions to drive home its advertising message, while archrival Target "strikes an aspirational chord," according to an advertising strategy report by Goldman Sachs on department and discount stores.
The report examines and compares the advertising strategies of retail chains, including Wal-Mart and Target; Kohl's and J.C. Penney; as well as Bed Bath & Beyond, Linens 'n Things and Pier 1 Imports.
Bed Bath & Beyond outperforms home specialty brethren such as Pier 1 and Linens 'n Things with a targeted media strategy that courts the new bride.
"Bed Bath & Beyond seeks to become synonymous with bridal registry," the report said. "Bed Bath & Beyond is highly targeted with its...
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