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Marketing In Brief

Executive Summary

Sure advertising: Procter & Gamble reintroduces Sure antiperspirant "Raise Your Hand If You're Sure," ad campaign. Breaking now, ads are updated versions of original spots, which aired from 1982 to 1987. P&G decided to revisit campaign because "its message of confidence and optimism is still so fresh today," company maintains. Seventy-four percent of men and women surveyed remember Sure ads, P&G claims...
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