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On the air

Biz tidbits from and about television and radio

By TIMES WIRES
Published February 16, 2007

J.C. Penney Co. rolls out ads on red carpet

J.C. Penney Co., the third-largest U.S. department store company, is introducing an advertising campaign by Saatchi & Saatchi designed to promote the retailer as a brand name. The campaign, called "Every Day Matters," will premiere during the Academy Awards on Feb. 25., Plano, Texas-based J.C. Penney said in a statement. It includes print and online advertising as well as new signs and graphics in stores. CEO Myron Ullman, 60, has added exclusive brands, such as Nicole by Nicole Miller and Chris Madden home goods, to lure customers from other retailers, including Target Corp. and Kohl's Corp. J.C. Penney will air its first commercial for Ambrielle, its lingerie brand that will be in stores this month, during the Academy Awards. The retailer also will sponsor a Spanish-language commercial during the Premio lo Nuestro a la Musica Latina awards on Thursday.

On Mad Money

6 p.m./9 p.m./midnight most weekdays, CNBC

Jim Cramer suggested these stocks on his CNBC show this week:

Marvell Technology Group Ltd. (MRVL): The company is likely to have a "nasty- looking" quarter when it reports Feb. 28, Cramer said. "But if the analysts are right, and if I'm right, the stock won't go down much on that bad quarter," Cramer said. "It could even go up on the bad news and catch some upgrades."

National-Oilwell Varco Inc. (NOV): Cramer said the maker of machinery for the oil and gas industry did so well last year that analysts have discounted the stock because it is unlikely to match its previous performance. Cramer said the company's shares, trading around $66, are worth $90, given the price competitor Hydril Co. received in its buyout today from Tenaris SA for $97 a share.

[Last modified February 15, 2007, 23:13:44]