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Sears, Roebuck & Co. told analysts its advertising emphasis will shift to product/price claims from brand awareness. It said some apparel prices will be cut by about 15%. In 1998, apparel sales were off from year-ago levels despite the retailer's "softer side" campaign from Y&R Advertising and Ogilvy & Mather Worldwide. The meeting was the first appearance before analysts by new Sears Exec VP-Marketing Mark Cohen. In trading Friday, Sears closed at $39.69,
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