Ad Consistency: It's the Real Thing

All too often, troubled companies think a new ad campaign will fix what ails them. As a matter of fact, it often makes things worse

Pier 1 Imports (PIR) has had a rough 15 months. That's how long the chain has racked up declines in same-store sales. This year, it experienced its first quarterly loss in a decade, and CEO Marvin Girouard says he's ashamed of the results. Things have gotten so bad that Pier 1 quit advertising on TV for a full six months, including during the important holiday season.

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