TV Ads 'a Waste of Money' for the Back-in-Black Gap†

40% Jump in Profits Indicates Merchandising Initiatives Are Paying Off

Advertising Age, May 26, 2008 — 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.