Target 2005 Annual Report Download - page 12

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SEE.SPOT.SAVE.
10
Reinforcing our Brand
We have carefully protected and nurtured the Target brand for
decades, creating a logo that is widely recognized and a
corporate image that is appreciated and trusted. Through our
integrated strategic approach to merchandising, store experience,
marketing and community involvement, we continue to seek
opportunities to preserve and enhance our valuable reputation.
Channeling the Buzz
Marketing plays an integral role in shaping and strengthening
the Target brand image. Through our entertaining style of
communicating with our guests, we create excitement and
reinforce our “Expect More. Pay Less.” promise with candor,
consistency, courage and commitment. In everything we do,
we try to be clever, visual and trend-right.
Our weekly newspaper circular, which represents about one-
third of our annual marketing budget, remains at the foundation
of our advertising strategy. Each week it reaches more than
50 million households and clearly delivers Target’s balanced
message of fashion and value. But to consistently capture our
guests’ attention, our marketing effort extends well beyond the
weekly circular to a broad spectrum of tactics, including
traditional broadcast and print media, event sponsorships and
guerilla marketing opportunities. In addition, as our guests’
media habits change, we continually adjust our approach and
Value We are keenly focused on delighting our guests with compelling
value, exceptional convenience and in-stock reliability, and reinforcing our
“Expect More. Pay Less.” brand promise throughout the store.
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better.
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sound.
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pleasing