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October 07, 1994|From Times Wire Services

Marketing to Latinos: Sears, Roebuck & Co. is stepping up its advertising to Latinos this week with a new campaign on the two major U.S. Spanish-language television networks. It is Sears' first U.S. ad campaign in Spanish that is not tied to specific promotions, the Chicago-based retailer said.

The new commercials will premiere today on the two leading networks: Univision, a unit of Univision Holdings Inc., and Telemundo, part of the Telemundo Group Inc.

The campaign, which runs through late December, will include radio advertising in 23 markets, the company said.

Arthur Martinez, chairman of the Sears Merchandise Group, said Sears plans to step up its "ethnic merchandising" in the fourth quarter, especially to the Latino market.

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