MARKETING

Gap Inc. Backing Off From Ad Campaign: The San Francisco-based retailer, which invested heavily to make a big splash with TV advertising this summer and fall, said it is scaling back its “What Fits” campaign. Developed in-house, the black-and-white ad features New York poet Max Blagg in what appears to be a coffeehouse, talking about “jeans/that fit like a glove/like a lover coming back for more.” At a Montgomery Securities conference in San Francisco, Gap President Millard S. (Mickey) Drexler acknowledged that the company is not thrilled with the results and has gotten “mixed” reaction to the ad.