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By Scott Hume
CHICAGO–Sears, Roebuck & Co. is backing its charter sponsorship of the Women’s National Basketball Association with a marketing program that mixes national and local elements.
The centerpiece is a 30-second TV spot from Ogilvy & Mather here. It was slated to break June 21 during NBC’s coverage of the league’s inaugural game and to air during subsequent game coverage on NBC and cable networks ESPN and Lifetime as well during other programming.
The commercial features seven WNBA players and applauds their efforts to gain a league of their own.
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