Kohl's vows more marketing to reach beyond core shopper

03/3/2013 | Advertising Age (tiered subscription model)

Kohl's CEO Kevin Mansell says he plans to increase the store's marketing efforts, especially via broadcast, to reach "a broader swath of customers." He will do so despite being without a chief marketing officer; Julie Gardner left the company last year. "The message is going to be ... a broader message of savings and value across the store," Mansell adds. Kohl's spent $356.5 million on advertising in 2012, according to Kantar.

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