ROSIE MAKES NEW PITCH FOR KMART: NEW AD HAS O'DONNELL IN MORE OF A CORPORATE ROLE

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Rosie O'Donnell puts on a police uniform to urge consumers to shop at Kmart Corp. in a new spot breaking April 8 that positions her more in a corporate role than in previous advertising, which focused on product and holidays.

The spot from Campbell Mithun Esty, Minneapolis, underscores Kmart's price guarantee.

Kmart, in the process of a turnaround centered on its Big Kmart stores, has improved its merchandising by establishing departments focused on Martha Stewart for household linens and other domestics, and Sesame Street characters for children.

Maggie Gilliam, a researcher and business consultant, said the chain's "big challenge is to get people to go into the [revamped] store."

The new spot breaks on network affiliates and cable TV in 18 Big Kmart markets, including Chicago, Detroit, Los Angeles, New York, Philadelphia and Washington.

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