Penney touts value pricing

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J.C. Penney Co., Plano, Texas, this weekend launches an everyday low pricestrategy on more than 100 apparel and home-related items, supported by TV andprint ads themed "Value Right." The specially priced items, all private labelmerchandise, will bear hang-tags promising customers their money back if theyfind a similar item elsewhere at a better value. Temerlin McClain, Dallas,handles J.C. Penney's $270 million account.

Copyright 1995 Crain Communications Inc.

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