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Big chain plugs into NY with first ad campaign; Circuit City assumes an attitude in bid to shake up local market. (Circuit City Stores Inc.)
Crain's New York Business, November, 1997 by Messina, Judith
Circuit City assumes an attitude in bid to shake up local market Circuit City today is officially launching a multimillion-dollar media blitz that will herald its entry into the New York market and put new pressure on local electronics retailers. Replete with in-your-face, New York-style street scenes, the campaign touts the stores' low prices, broad selection and helpful service.
The Richmond, Va.-based chain, which operates stores in 41 states, is marching into the region with plans to open 40 stores here in the next year and a half. Since the summer, it has opened 14 area stores, including six that debuted today. With DeVito Verdi-designed ads featuring squeegee men, convicts and guys selling VCRs from the back of a truck, the campaign uses humor to seduce...
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