Sears, Roebuck & Co.: Sears. Where Else? campaign
Candice ManciniOVERVIEW
By the 1990s Sears, Roebuck & Co. Company, a massive retail chain selling thousands of products, was in serious trouble from the loss of market share to big-box stores such as Wal-Mart, Target, and Home Depot. In response Sears spent large amounts of money on advertising campaigns that touted what was special about its stores. Through various campaigns involving hundreds of television commercials, print ads, and newspaper circulars, Sears hoped to overcome the increasing threat to its business. From the "Softer Side of Sears" (1993) to the "Good Life...