Macy's Betting On Celebrity-Studded Ads to Build Image

Summary

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CINCINNATI - Scenes featuring tycoon Donald Trump blow-drying his hair and domestic entrepreneur Martha Stewart constantly rearranging her products are part of a celebrity-studded advertising campaign that Macy's Inc. hopes will help build its image as a national brand.

The Cincinnati-based retailer, which this month reported a 77 percent drop in its second-quarter earnings, continues to struggle to create a strong national brand and integrate the stores gained in its $11 billion acquisition of former competitor May Department Stores Co. in 2005.

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Extract

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Macy's Betting On Celebrity-Studded Ads to Build Image

The television campaign beginning next month will feature celebrities, such as Trump and Stewart, who sell their own branded products at Macy's. They are seen in t...

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