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NORTHERN CALIFORNIA

IDG Books Worldwide of Berkeley, creator of the For Dummies brand, has a new corporate name, Hungry Minds. The company will work with ad agency Addis in Berkeley and San Francisco to develop the brand.

Red Ball Tiger of San Francisco is marketing Holy Names College in Oakland by having four students shoot films on what life is like at college and post them on the college’s Web site. Radio ads invite prospective students to visit the site.



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