Advertising Age Article Abstract
Kmart's Holiday Spots to Showcase Shift in Approach to Ethnic Markets
Rather Than Segmenting Shoppers, Retailer Looks to Make Diversity Key Theme in Its Campaigns, CMO Says
NEW YORK (AdAge.com) -- The holiday campaign will be the biggest expression to date of Kmart's new approach to ethnic markets, though there will be plenty more to come in 2011. Mr. Snyder is particularly cognizant of the impact the 2010 Census figures will likely have on the market. ...