Target Corporation: Take Charge Of Education campaign
Judson KnightOVERVIEW
With more than 860 stores and sales of $20.4 billion, Minneapolis, Minnesota-based Target in 1998 pursued a broad-based advertising and marketing effort designed to further an upscale image and bring in wealthier consumers. Thus it sought to distinguish itself from other companies in the discount-retail niche, and, in fact, its overall advertising strategy made it a standout: in line with the policies of parent company Dayton Hudson of Minneapolis (since renamed Target Corporation), the retailer had not had an agency of record. Rather, it had pursued a number of campaigns,...