It is highly unlikely that JCP will receive any major benefit for this tv campaign. While it is better than their past nonsense with Ellen and dancing dogs etc. It targets who to do what ? Home ? Fashion ? The customer base has largely left and changed habits. Some business may come back for a brief look but while the store has improved from the complete shambles it was in the " new " feeling has a half life of one quarter then right back o the prior trend line. I have measured this in several far better managed stores than JCP. Change is hard and the customer is slow to forgive sins of corporate indulgences.Stay short my friends. Soros may have to come in and buy some more shares to keep it propped up but it will not last.