Gap Boosts Ad Presence--and Budget by 50%

Gap Inc. said it increased ad spending 50% to $150 million this year as it added TV and billboards to its media mix. The blitz by the San Francisco-based retailer helped boost same-store sales 16% in August, with sales of Gap denim, khaki pants and polo shirts strong, along with Old Navy cargo pants. Gap for the first time promoted uniform styles for the back-to-school season. Gap has developed 20 TV commercials, set up billboards in cities including Los Angeles, San Francisco and New York, and has hung about 170,000 window posters. Besides Old Navy and Gap stores, the company operates Banana Republic.