With American consumers continually shifting their preferences - and mass media more splintered than ever - the company is refining its marketing and pursuing a truly integrated approach.

National brand advertising includes network and cable television, fashion magazines and an increasing amount of digital and online media. Complementing the brand marketing is a balanced level of promotional advertising and direct marketing, often including specific items and prices, which drives traffic and sales.

Macy's and Bloomingdale's both excel at layering on events and activities that touch the customer directly. This includes the worldwide impact of the Macy's Thanksgiving Day parade (with 3.5 million live spectators and a TV audience of 50 million), down to a local store personal appearance, which may attract hundreds of customers to see a fashion show or a cooking presentation by a celebrity chef.

In 2008, new and interesting events are planned to drive home the Magic of Macy's and celebrate the brand's 150th birthday.