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This image shows J.C. Penney’s new advertising campaign. The company is still embracing its “fair and square” strategy as the cornerstone of its reinvention plan, and says the promotions will be targeted. But the latest tactic acknowledges that middle-income shoppers can’t be weaned off sales.

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They’re back: J. C. Penney adds sales

J.C. Penney is bringing back sales.

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