<p>Armstrong Makes its Move: Big push on wood, hefty new marketing effort and web re-design

In an ambitious effort to increase its presence at retail, on the web and, most importantly, in the minds of consumers, Armstrong said it is embarking on a multi-faceted brand building effort. Included will be major expansion and re-positioning of its Hartco Wood flooring line, a doubling of Armstrong's consumer ad budget, a redesign of its website and a plan to beginning selling its interactive "Design my Room" CD to retailers for use as a sales tool.

In announcing the new marketing and merchandising initiatives, Armstrong stressed that each has a distinct upside for independent retailers whether in the form of more product options or a more effective means of drawing consumers to the store. The timing of the announcements coincides with the start of spring, a time when many consumers undertake home improvements.