Marketing and all things related

Like countless other merchants, JC Penney desperately wants your back to school business. So the retailer will be advertising where kids congregate to convince them JC Penney’s fashion is hip. (We hate to tell JC Penney that kids look to peers for fashion advice, not to retailer advertising.) But in any event, JC Penney knows their target audience will be watching the MTV Video Music Awards this week. As such, they will be running a novel “reality advertising campaign.” The campaign features teens showcasing their bedrooms. But, the commercials also feature a screen within a screen, where the characters of the commercials are watching the awards program just like the audience. If you are confused, just be grateful you are not a teenager. If you are a parent who must take a teenager shopping at JC Penney, you have our sympathy. We learned about this from Brandweek. Photo Credit: JC Penney