Sears to back Kenmore Elite

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Sears, Roebuck & Co., Hoffman Estates, Ill., next month launches a TV, print, direct and Internet campaign backing the new premium Kenmore Elite appliance line. The campaign will target consumers with incomes as high as $150,000, ages 35 to 54, with older or no children at home. The advertising from Ogilvy & Mather, Chicago, will use the phrase "turn on the thinking.'' Announcement of the line comes as the retailer reported a 1.5% drop in second-quarter net income and a 1% rise in sales at stores open at least one year.

Copyright July 1999, Crain Communications Inc.

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