Executive SummaryClient: JCPenney

Target audience: Females age 25-34

With this campaign PARA will not only increase shopping frequency and grow share of wallet among current female customers ages 25-34, but will compel women to choose JCPenney for every first impression.

Challenge: Develop a $100 million proposal for a national, fully-integrated marketing campaign to run February 2012 to February 2013, designed to increase market share among females 25-34 years old.

Through PARA’s research, critical analysis and understanding of the company, market, target audience and media, PARA has created a fully-integrated marketing campaign that will guarantee new female JCPenney shoppers age 25-34 as well as re-create loyalty among female shoppers 24-35. PARA exhausted all of the resources available to discover such reasoning’s of why women shop, what they are looking for, who they are, where they are in the market place and social media and what will drive them to JCPenney. The creative attempts were developed from thorough research and understanding of the ever changing, fast-paced, mobile lives of these women and will appeal to the target audience.

Table of Contents6 The SWOT Analysis

Strengths, Weaknesses, Opportunities, & Threats of JCPenney

8 The ProblemThe problem PARA will be solving with this Advertising Campaign

9 The Primary ResearchSummary & Graphical depiction of the findings of our primary research

10 The Target MarketExplanation of who JCPenney’s Target Market really is and some personalities representing that market

12 The StrategyThe plan that Para has to address JCPenney’s Problem

13 The Store RemodelDepiction of a more fluid and customer friendly store layout and design

14 The PartnershipThe Execution of the research gathered throughout the course of the campaign planning

6 Strengths & Weaknesses

7 Opportunities & Threats

15 The Creative ElementsThe Execution of the research gathered throughout the course of the campaign planning

26 The BibliographyThe places that we got the secondary research that was used to support our campaign

15 The Floor Graphic

TV Commercial1617 Meet Penney

Penney’s Picks1820 Penney Mobile App

Social Media21Penney Kiosk22

24 Media PlanningHow we plan to put these creative elements in place to be the most effective

Media Planning Description25

Lower price point, quality products

JCPenney services a total of

A variety of consumer goods including apparel, accessories and home fashions are offered

Customers are very aware of the company

Competitive advantage as a company: in-house design and sourcing teams, 4 state-of-the-art distribution centers supporting jcp.com, improving digital platform to meet changing customer

needs, first-rate planning and allocation systems, & financial flexibility.

Brands are also exclusive to JCPenney stores such as Sephora, ALLEN B., Bisou Bisou, Liz Claiborne, Cindy Crawford, Mango

and entertainment sponsorship with Rascal Flatts

Primarily in malls and large traffic shopping areas, these storefronts have been able to attract a large customer base.

stores among the United States and Puerto Rico

Strong established store network with currently 31.31,093 million customers

each year

The United States economic downturn

of2008 greatly affected the financial performance of JCPenney

Drastically reduced staffing and in an attempt to still provide service to customers, the company has had to greatly increase the amount of products and displays on its sales floor.

Cluttered layout of store is not very user friendly

Recent poor investments and overspending despite declining sales revenue

0

500

1000

1500

2000

2005 2006 2007 2008 2009 2010

663

1135

18761792

1444

1002

JCPenney Revenue (2005 - 2010)

Total Revenue (in millions)

Strengths Characteristics of JCPenney that gives it an advantage over its major competitors in its market

WeaknessesCharacteristics of JCPenney that may give it a slight disadvantage over its major competitors in its market

WeaknessesCharacteristics of JCPenney that may give it a slight disadvantage over its major competitors in its market

Opportunities JCPenney’s external chances to make greater sales and profits within its current market.

14%$156 Billion

Percent of consumer purchasing privately

labeled products has risen

over the course of the past fifteen years

Exclusive social networking and company/customer relations through direct custom marketing and web interactions

Increase in Internet shopping, easier/cheaper to buy and sell clothes

Use of their name recognition as a re-branding plus

Continuing to define their relationship with their consumers

Projected online retail sales in late 2010 accord-ing to a report by Forrester

Lack of consumer confidence in brand value, style and quality.

Competition has greatly increased between JCPenney and its competitors: Kohl’s Corporation, and Macy’s Incorporated. Because JCPenney’s wide variety of products, it faces stiff competition

from a large variety of companies & must target more specific demographics

United States economic downturn, consumer spending also drastically declined

Lack of establishment as a suitable company in terms of technologically advances lifestyles and ever changing lifestyles of consumers and brand momentum.

Problem What exactly is the issue that JCPenney faces and how will JCPenney overcome this obstacle?

“JCPenney must become more approachable, fun and forward thinking in the overall environment in which it is placed”

JCPenney is a company that has had a constant presence in the consumer marketplace as one of the first department stores. JCPenney has established a name, identity and relationship with consumers for over 100 years.

JCPenney must generate awareness, loyalty and sales among woman ages 25-34 and brand themselves in a way that will retain their business and loyalty. JCPenney must also increase the shopping frequency and grow the share-of-wallet among current female consumers within the proposed age demographic. Through the use of advertising and successful brand cognition among female consumers, JCPenney must appeal to these individuals in every aspect of their lives, including but not limited to family dynamics, jobs, and education lifestyles.

104Primary Research Our Primary Research was conducted using a mixture of man-on-the-

street interviews, Survey Monkey Surveys, and Facebook questionnaires.

21%

40%

23%

15%

How would you describe your style?from our questionnaires & SurveyMonkey Survey

Sexy

Fashion Forward

Individualist

Brand Reputation

t

Macy’s TJ Maxx Target Express Ann Taylor

Most PopularLess Popular

Popularity of Stores among our Target Marketgathered from our SurveyMonkey Survey

Quality of Products

Price

Location of Store

Variety of Brands

Store Layout

Exclusive Brands

0 1.25 2.50 3.75 5.00

2.50

2.58

3.08

3.42

4.08

4.17

How are important are the following items when you shop?gathered from our SurveyMonkey Survey

Average Rating (on a scale from 1 -5 with 5 being very important)

Practical Purchase with Wild Splurges

Impulsive

Practical & Loyal

Socially Trendy

Adventurous

Extremely Influential

0% 15% 30% 45% 60%

0%

2%

2%

13%

25%

58%

How would you describe what type of Shopper you are?gathered from our SurveyMonkey Survey

Percent of woman that thought this described their shopping habits

Exercise

Cooking

Music

Beach

TV

Other

0% 20% 40% 60% 80%

2%

5%

2%

2%

19%

72%

Percent of woman that have this activity as a hobby

What are your favorite types of hobbies? gathered from our SurveyMonkey Survey

2%14%

5%

50%

29%

Where do you live?from our questionnaires & SurveyMonkey Survey

Homeowner

Apartment

Rent a Home

Condo

Live with Relatives

Between all of our gathering tools, we

collected

respondents within our target market of 25-34 year old women

We utilized the responses that we got from these 104 women to not only get a better idea of our target market, but also to get a better of idea of what was important to JCPenney’s target market

when they went shopping.

112

92% 170According to research in

communication

Target Marketof women pass along deals they find to others. The average woman has approx.

Through secondary and primary research PARA developed five specific personalities to represent JCPenney’s demographic of women ranging in age from 24 to 35.

FacebookSurvey Monkey

Man-on-the-StreetSecondary Research} total people

interviewed

contacts on her email list

OUR PERSONALITIESGeneration Y

24 years old

Apartment, near campus

Works part time

African American

Practical & Loyal Shopper

Enjoys shopping online22% of women shop online

Very Motivated

Lisa

Graduate StudentAbout .5% of the women that we interviewed are grad students

Loves reading & Social Media3 out of 4 women are users of social media,

Maria2

1

Generation X

Engaged

Shops online22% of women shop online

Enjoys exercising75% of the women inter-viewed like to exercise

Practical purchases and wild splurges 60% of women claimed they are practical purchasers with the occasional wild splurge

Homeowner50% of the women interviewed were homeowners

28 years old

Sexy and Fashion forward

Likes to cook20% of the women loved to cook

Hispanic There are about 15 million hispanic women living in the United State as of 2008

PARA developed personalities through a variety of different methods. The first method used was secondary research. The secondary researched allowed PARA to “get smart” about our demographic and learn all the right questions to ask consumers during the primary research methods. Primary research was by used by surveying women:

With these astonishing numbers, PARA’s plan is to give women what they are looking for. The campaign is developed engaging, making JCPenney the store that women talk about and share the great deals that they find at JCPenney.

Jennie3

Melissa 4

5TaylorGeneration Y

24 years old

Watches Grey’s Anatomy & America’s Next Top Model

women with no college degree enjoy watching these shows.

Trendy with Make-up

Makes an average of $520/wk.women with no college degree on average make

$520 a week

Hairstylist

Active User of Social Media3 in every 4 women are users of social media

Lives in an Apartment

Individualist & Fashion Forward Style

Buys designer clothing brandsBorn to a baby boomer; those who are a product of baby boomers are more likely to spend money on designers clothes because their parents are helping fund their shopping habits.

32 years old

Single mom with 2 kids & another on the waySecondary research showed that 2.5 children is the average number of children in the American family

Asian American

Shops for other family members before herselfThe typical female shops for 25,184 hours of her life, keeping the family fed and clothed.

Generation X

TeacherPrimary research showed that the majority of

women surveyed were teachers

Enjoys watching Dancing with the Stars

Individual Style

Practical & Loyal ShopperHalf the mothers interviewed considered them-

selves to be practical and loyal shoppers

Generation X

26 years old

One Child, 2 years old

Homeowner

(lives in a gated community)50% of women interviewed were homeowners

Likes to exercise & play tennis 70% of the women interviewed like to exercise

Caucasian

Nurse 11% of the women interviewed are nurses

Social Trendy ShopperThis type of woman likes to know what’s in style with others. They take their time, peruse the aisles, collect numerous pieces of clothing and then, in many cases, buy more then they intended.

Enjoys spending time with her

Window Shopper

Strategy JCPenney will build a relationship and enthusiastically position themselves in the lives of social, hybrid consumers by focusing on their active, versatile and evolving lifestyles.

facebook twitter “for every first impression”Through targeting consumers who are actively a part of the social, mobile and interactive, evolving market, JCPenney will provide a way for consumers to engage in their shopping experience. By designing a way for women to personalize their shopping style and demands, JCPenney will ensure that consumers can be as engaging as desired.

JCPenney will become more aesthetically appealing both in stores and in their creative advertisements to develop memorable connections between JCPenney and their consumer needs.

JCPenney will improve the store layout, making it more approachable, inviting and shopper-friendly to consumers.

Advertisements, Television and Web commercials will connect the integrated “First Impressions” idea with the consumer’s shopping needs. JCPenney will introduce Penney as a personalized animation and will represent the consumer in an interactive way. Consumers can utilize Penney to help with their everyday consumer needs, as well as connect with her on Twitter, Facebook and her personal website for more consumer interaction.

JCPenney will also introduce a new Rewards Card that will be used to promote consumer buying and re-establish loyalty.

Store Remodel The overall style of JCPenney needs a change. Shoppers are not overwhelmed by the presentation of the store, which they should be

“JCPenney is desperate for a complete store remodeling.”Primary research reported that shoppers say the stores are cramped with small isles and crowded shelves, making shopping more of a hassle then a pleasurable experience. A complete remodel will give the brand a fresh look to go along with the “First Impressions” campaign. This is JCPenney’s chance to rid themselves of any previous, negative impressions and start anew with an updated, upscale store layout. This fresh, new look will get customers once again excited about shopping at JCPenney. Customers will have a brand new impression of who JCPenney is, driving more regular business to the stores and providing an impressive first impression to new and veteran shoppers.

The overall style of JCPenney stores need a change. Shoppers are over-whelmed by the presentation of the store. The new layout of the stores will be upscale and classy. Furniture throughout the store will reflect this classy style and will have the Impression of luxury antique. This overall style change will give the store a unique look which will make the shopper feel as though they have entered a luxury boutique, but without the outrageous prices. The over-all color scheme will remain the same, but with some accents of silver to go along with their already signature red. Furniture throughout the store will also reflect this color scheme. Rest rooms will be remodeled with classic, upscale sinks and mirrors, giving the entire store a cohesive style. To go along with the upscale theme to the new stores, some changes

will need to be made to the flooring and lighting in many locations. The structure of the store will also reflect the overall style and upscale feel of the store. Dark wood and granite will replace locations with tile flooring and carpet. No tile or carpet will be featured in the store to insure a consistent and cohesive style throughout. Also, new light fixtures will replace old fluorescent lighting. This will help maintain the upscale look and also provide better lighting while shoppers are trying on clothing.

Wider aisles will be a staple of the renovation, giving shoppers with children an easier route throughout the store. Many sections of current JCPenney stores are very crowded with no room for strollers or bug-gies. This will change and parents will finally be able to shop at ease with their children. This remodel will drive parents to willingly go to JCPenney when they have their children with them, rather than waiting until they are without them.

Floor & Lighting

Overall Style

Wider Aisles

Partnership In order to gain market share and share of wallet among 25-34 year old females, JCPenney will partner with other companies & charities

JCPenney will partner with the Bravo network on the television show Project Runway where

they will sponsor the winner of the show by giving them $100,000 to start their own line that will

be featured in JCPenney stores. Throughout the season the JCPenney logo will be displayed as

a sponsor. This will give JCPenney the chance to reach the target market as research has shown

that this is what women are watching

JCPenney will also be sponsoring different women’s support/shelter houses such as the Hubbard House

in Jacksonville, Florida. During February 2012 through February 2013, there will be drop boxes in

stores where customers can bring their old clothes to the JCPenney drops and JCPenney will then

donate the clothing to local women’s houses. For every box filled at JCPenney they will sponsor a family

giving them clothes and necessary items for their home. This gives JCPenney the opportunity to give

back to community and help support people in their particular communities. It also gives the community

an easy way to get involved in the JCPenney family and a way for them to give back as well.

Creative Elements The graphical execution of the Advertising Campaign, based upon all the research findings listed in the previous pages

Floor Graphics

“The New Sale Floor” Psychology of the floor in the retail space - Dr. Joseph S .King

Located in all 1,106 stores nationwide and with 8 graphics per store. At $50 per graphic there is an estimated cost of

$450,000

Creates a wow factor and a spin on traditional print media

Grab attention because it is something new and different

Leave a lasting first impression.

A floor has been referred to as one of the most useful sources for advertising because consumers consistently by nature reorient themselves with their surrounding by looking down.

JCPenney will focus on in-store traffic at the malls and shopping centers of their store locations. Placing these floor graphics will prime consumers and continue to increase brand awareness and recognition among shoppers. The floor graphics will include Penney, the JCPenney logo and the tag line. There will also be icons that display Facebook and Twitter.

TV Commercial: “For Every First Impression”Storyboard:

Shot 1: Female frantically skips across scene as she is trying to get on her shoes Music: “A Movie Script Ending” by DeathCab for Cutie Text: “LIFE IS FULL OF FIRSTS”

Shot 1: Same actress from Shot 1 is putting on makeup as she gets a phone callText: “FIRST DATE”

Shot 1: New actress is packing up her suitcase to prepare for a tripText: “FIRST TRIP”

Shot 1: A Couple pulls up in front of a house and signs some mortgage papers.Text: “FIRST HOUSE”

Shot 1: Female Actress prepares to walk her dog as she kneels down and hugs itText: “OR EVEN JUST YOUR FIRST HUG OF THE DAY””

Shot 1: Cuts to scene of couple entering new house.Text: “EVERY FIRST IS AN IMPRESSION AND FIRST IMPRESSIONS START AT JCPENNEY”

Shot 1: Fades to black where text comes in slowlyText: “ONE STORE. ONE STOP. A LIFETIME OF IMPRESSIONS”

Shot 1: Previous text fades and JCPenney logo comes in.Text: “JCPENNEY. for every first impression” Total Production Cost: $15 million

Social Media & Multimedia: Penney

Who is Penney?

Where will Penney be?

Meet Penney. Penney is created to be the official spokesperson and animated character of “every woman” for JCPenney. Penney was developed to help shoppers with all of their shopping needs in an interactive, easy-to-use, and convenient way. As a personal styling advisor, Penney will insure that the consumer is well informed and assisted with fashion, home décor and kitchen accessories. The idea behind Penney is that she will be used to bring JCPenney to life and combine interactions with consumer suggestions. JCPenney will have a new partner.

Consumers can find Penney on her personal website “Penney’sPicks.com.” This website will be the hub of all of her interactive shopping tips, advice and picks. Consumers can also follow Penney on Twitter to find out the latest “Pick of the Day” and learn more about her exclusive discounts and fashion tips. Penney is exclusively Internet, mobile and in stores. For more convenient shopping, consumers can use Penney directly on their mobile phones and download “Penney’s Picks” free after registration. Shoppers can also friend request Penney on Facebook or follow her on Twitter. In stores, Penney will assist shoppers at the “Penney Kiosk,” the interactive shopping-helper, for all in-store shopping needs.

JCPenney Interactive Website: “Penney’s Picks”

Description

Penney Editor

Total Cost: $2 million

The Penney Pick’s website is a new creation that will become the center of the social media campaign for JCPenney. The main focus will be Penney and her assistance with creating great looking outfits for every first impression. It will also link to Penney’s Facebook and twitter feeds.

This allow’s Customers to try out outfits on a rotatable mannequin as well as have Penney recommend “Outfits of the Day.” Beyond just clothing, the Penney editor also allows the customizing of room decor and kitchen decor.

Customize your character Customize your clothingTo allow for a more realistic and customized experience, the Penney editor will allow shoppers to customize their mannequin by choosing both a hair color and skin tone.

The Penney editor’s main focus is to allow viewers to try on different pieces of clothing and to put together a full outfit. This menu also allows the viewer to choose the “Outfit of the day” option listed next to Penney on the left.

JCPenney Mobile Media: “Penney’s Picks App”

The “Penney Picks” app is a way for our mobile customers to always keep in contact with

JCPenney

The App will be available for iOS, Android & RIM operating systems & will

obviously be free.

The App’s main screen will feature Penney and then enter the customer into the featured

products page

The featured products page will not only show the complete outfit of the day, but also featured items

according to type of clothing

As an easy way to boost sales of accessories, the barcode scanning function will aid customers in not only navigating the store to find accessories, but also get

recommendations

Total Cost: $450,000

Customers will also have the ability of checking prices of items as well as create

virtual shopping carts, wish lists, and upload items to Facebook and Twitter

The Pennies Pick's mobile application will allow users all of the shopping features as the Pennies Picks website but will also allow users to scan items, build "Wish Lists" and post directly to Facebook.

Pennies Picks' mobile app will utilize barcode scan technology to allow

shoppers to scan potential items and suggest alternatives to that item, as well

as accessories such as shoes, jewelry, handbags, sheets, linen, matching appliances, or any other product

associated with the scanned item.

The "Wish List" function will allow users to scan items and add them to their "Wish Lists" so that their friends and family can view their list and purchase items as gifts or presents. This will allow users to scan proper sizes and colors of items so that people who view their "Wish List" know exactly what items to purchase. These "Wish Lists" will be accessible online to allow for easier purchasing and will send the user and the people associated with the list email

messages when those particular items go on sale.

The Facebook function will allow users to scan items and post them directly to Facebook with a description. Pennies Picks app users will be able to get friend's feedback and input on what they are purchasing at the exact point of sale. This will create buzz and allow friends to comment on the items such as "They have that at JCPenneies?!?" & "I want one too!! Pick me up one and I'll pay when you get back!"

Total Cost: $1,039,000

JCPenney Social Media: “Penney’s Facebook & Twitter”

Facebook

Twitter

With more than 500 million active users and the average user having 130 friends,

Facebook provides a great opportunity to gain a large increase in awareness of all

that JCPenney has to offer 25-34 year old women.

Also, with 30 billion pieces of content shared on Facebook each month, PARA

believes that by sharing deals and coupons via email and Facebook messages,

JCPenney will gain not only publicity but also increase in sales as a whole.

Twitter is one of the fastest growing

social networking medias on the internet

today with a base of 106 million users and

300,000 users added every day.

The demographics of Twitter users also

better represent the target market:55% of Twitter users are female

45% of users are between the ages of 18-34

JCPenney Instore Media: “Penney Kiosk”

In previous years only sales associates would suggest various items to guests to better suite their needs. Now the minds at JCPenney have created an interactive program, which uses the digital personality Penney, available in store with state of the art touch screen monitors, to enhance customers shopping experience by building their own personal style. After a customer selects various items that they may want to purchase, Penney will ask them for their email to create the customers own Penney account.

JCPenney has developed a new way to interact with customers in store to advise them on their prospective purchases.

Now you can design your new home, create your new personal look, and find the best deals easier than ever. When the account has been stored, the items that the customer buys or views that day will be emailed and stored on the web profile to be viewed later. The profile makes recalling merchandise later very easy for web purchasing or just simply to show your friends.

Total Cost: $2,600,000

The Penney stations create an environment where customers can help themselves to select items to purchase in the store. At these stations,

Penney will not only offer additional on-sale purchase suggestions per the guest’s current selection but recommend more products that compliment them. Penney’s best choice selections/ opinions will be developed by a panel of expert interior designers, fashion and cosmetic stylists, and other respective experts that

contribute to the selection of merchandise that JCPenney sales.

$100,000,000

Floor Graphics

Webisodes

Television

Penney Touch Screen

Interactive Website

Web Advertising

Develop Penney

Production

Social Media

Graphics on display on the floors in and around the 1096 store nationwide.

Our television spot playing on internet feeds of popular television shows.

Classic television advertising focusing on morning shows and prime time television

Online advertising including banner, display, and pre-rolls on popular websites

Penney in-store kiosks to help women put together total outfits and therefore increasing accessory sales

The actual cost to develop a digital and interactive version of “Penney”

Cost to develop and code the interactive Penney’s Picks website and the Penney editor

Cost to develop and maintain the Facebook & Twitter pages .

Production costs of the television spots that will play on television and online.

$450,000

$5,000,000

$52,000,000$23,200,997

$2,600,000

$250,000

$2,000,000$1,039,000

$15,000,000

Media Planning How we plan to implement our creative elements so they are the most successful as well as how much this campaign will cost

Television Advertising Breakdown

$50,000/run x 12 runs =

Media Planning Description

Feb - March:$50,000/run x 24 runs = April - June: $1.2 million

$0.6 million

$50,000/run x 24 runs =July - Sept:$50,000/run x 72 runs = Oct - Dec: $3.6 million

$1.2 million

Description:

Morning show schedule February 2012-2013

Total =$6.6 million

$80,000/run x 72 runs =Feb - March:$80,000/run x 144 runs = April - June: $11.5 million

$5.76 million

$80,000/run x 144 runs =July - Sept:$80,000/run x 210 runs = Oct - Dec: $16.8 million

$11.5 million

Total =$45.6 million

Primetime show schedule February 2012-2013

Website Advertising Breakdown

Banner Ads:Display Ads:

$16 CPM x 30,000 Impressions =$15 CPM x 30,000 Impressions =

$930,000

$930,000Banner Ads:Display Ads:

$16 CPM x 30,000 Impressions =$15 CPM x 30,000 Impressions =

$480,000$450,000

$11.6 millionBanner Ads:Display Ads:

$16 CPM x 241,677,056 Impressions =$15 CPM x 25,775,526 Impressions =

$480,000$450,000

$11.6 million

Pre-rolls $45 CPM x 85,929,620 Impressions = $480,000

$480,000$450,000

Banner Ads:Display Ads:

$16 CPM x 241,677,056 Impressions =$15 CPM x 25,775,526 Impressions =

$480,000$450,000

Pre-rolls $45 CPM x 85,929,620 Impressions = $480,000

PARA will concentrate most of the budget on television, using the morning shows and the prime time to reach the target audience. Commercials will run on shows like the Morning Show, Greys Anatomy and Dancing with the Stars. Through research, these were the shows most viewed by the demographic. The internet was the second medium that PARA allocated most of the budget to. Banner displays, the most effective pre-rolls and webisodes advertising are the tools used for the internet. Overall, television and the internet are the main media that will be used to reach the target audience.

Bibliography The sources that were used during secondary research and provided PARA with support for the advertising campaign and creative ideas.

"Annual Report." Macy's, Inc. Web. 13 Sept. 2010. <http://www.macysinc.com/>.

"The Carry on Spending Habits of Shopaholics." The Yorkshire Post 27 Aug. 2010. ProQuest International Academic Research Library. Web. 14 Sept. 2010. <http://www.proquest.com>.

"Cost of Webisodes." Kiyong's Blog of Creative Pursuits. 6 Apr. 2009. Web. 2 Nov. 2010. <http://kiyong. wordpress.com/2009/04/06/cost-for-webisodes/>.

Crowley, Matthew. "Budget Review." Message to the author. 9 Nov. 2010. E-mail.

Cultra, Shane. "The Average Cost." Domain Shane. Web. 1 Nov. 2010. <http://domainshane.com/the-average- cost-of-a-30-second-spot-on-national-tv-104051-and-a-domain/>.

"Factbook." Www.kohlscorporation.com. Web. 23 Sept. 2010. <http://www.kohlscorporation.com/ InvestorRelations/pdfs/FactBook/FactBook.pdf>.

"Fee Schedule." United States Patent and Trademark Office. 15 Sept. 2009. Web. 1 Nov. 2010. <http://www. uspto.gov/web/offices/ac/qs/ope/fee2009september15.htm#tm>.

"The Find." TheFind - Shopped & Found. Web. 2 Nov. 2010. <http://www.thefind.com/query.php?query=what +is+the+cost+of+promotional+posters%3F>.

Harris, Thomas. "How Banner Ads Work." HowStuffWorks - Learn How Everything Works! Web. 1 Nov. 2010. <http://www.howstuffworks.com/banner-ad3.htm>.

JCPenney and Major Competitor's Income Statement. Rep. 2010. Print.

"JCPenney Brands." J.C. Penney Company, Inc. - Brands. Web. 14 Sept. 2010. <http://www.jcpenneybrands. com/>.

"JCPenney Company, Inc. - Finacial and Strategic Analysis Review." Business and Company Resource Center. Gale, 2010. Web. 15 Sept. 2010.

King, Joseph S. Psychology of the Floor. LevelVision, 2008. PDF.

"Man, the Hunter-Buyer." LexisNexis Total Research System. LexisNexis, Oct. 2005. Web. 20 Sept. 2010. <http://lexisnexis.com>.

Naylor, Peter. "Budget Review." Message to the author. 3 Nov. 2010. E-mail.

"Next Tag." Nextag - Compare Prices Before You Buy. Web. 1 Nov. 2010. <http://www.nextag.com/touch-screen- monitors/stores-html>.

"Number of JCPenney Stores." World | Number Of | How Many. Web. 2 Nov. 2010. <http://www.numberof.net/ number-of-jcpenney-stores/>.

"Plastic Cards." Plastic Business Cards, Plastic Cards, Business Cards, Silkcards, Postcards, Flyers, Letterhead, Envelopes, Stationary, Magnets and More at 4colorprint.com. Web. 9 Nov. 2010. <http://4colorprint.com/ print/Plastic-Cards-30mil>

"Urge to Shop is Hormonally Driven." The Weekender Apr. 2009. LexisNexis Total Research System. Web. 14 Sept. 2010. <http://www.lexisnexis.com>.

Contact InfoBrandon Clark(386) 864-0455brandon@wrapidimpressions.com

Charles Robinson(314) 518-7627cer3design@yahoo.com

Josh Austin(904) 629-6283josh@904.com

Richard Vogel(312) 213-2404rdvogel21@yahoo.com

Robyn Jackson(904) 803-1009n0061453@unf.edu

Ryan Clayton(352) 304-3987r.clayton@unf.edu

Ryan Taggart(954) 868 2052ryantaggart@me.com

Stefanie Elliott(407) 314-6992selliott316@gmail.com

Tia Bird(386) 956-3314Tia.narie@gmail.com