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JCPenney Lures Teens

As part of back-to-school, the area on the JCPenney website will offer activities, promotions and shopping to grow emotional links with younger consumers.

Rock Your Dorm is a template with both merchandise pages in its Campus Shop and fashion guides in the Campus Solutions section. There is also a gift registry.

The dorm décor area is part of the companywide integrated marketing campaign for back-to-school. The campaign will feature movie trailers, webisodes, mobile phone promos, print ads, guerrilla marketing, and sponsorships tied into the Teen Music and Premio Juventud award shows.

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