Playing up the "Pay Less" Part

Target is starting a new ad campaign to emphasize the second half of its well-known tag line, “Expect More. Pay Less.”

While they don’t plan to abandon their promotion of design, style and service, they do intend to “be much more explicit about our pay less proposition because the economic pain that our guests are feeling is real,” said Michael Francis, executive vice president and chief marketing officer, during a recent meeting with Wall Street analysts.

Target has already introduced the phrase “For less” in its weekly newspaper ads, and in stores Target is using more large signs to emphasize prices and bargains, such as “Under $5” or “Under 15.”