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JCPenney's marketing strategy is moving in lockstep with the company's merchandising focus on dominant categories and brands--home among them. The company has boosted its advertising expenditures by more than 30 percent since 2000, putting its 2002 spending level at an estimated $1.3 billion.

And Penney plans to fatten its advertising allocation by 5 percent to 10 percent this year, according to information presented during its two-day analysts meeting in April. Penney continues to funnel more dollars into TV and pre-print allocations, reducing direct mail in the process. ...

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