Article: TV ads 'a waste of money' for the back-in-black Gap.(News)(television advertising)

Byline: NATALIE ZMUDA

By shunning tv, Gap looks to turn itself around.

The brand once known for its peppy, elaborate commercials has struggled in recent years to attract consumers in an increasingly competitive retail environment. But now that it's shelved TV advertising-the brand has been off the airwaves for several quarters-and is focusing on merchandising initiatives, Gap seems to be on the right financial track.

Marketing expenditure at Gap Inc. was trimmed 18% during the quarter, driven by the absence of TV ads for the Gap brand, company executives said. That contributed to a 40% jump in profits at Gap Inc., compared to the same period a ...

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