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CHICAGO-Ogilvy & Mather is working on another side to Sears, Roebuck & Co.
In eight markets, the retailer is testing the impact of advertising support for an in-store gift registry program it is rolling out. The test campaign includes TV spots-one each for bridal and baby shower gifts-and a series of supporting radio spots. Markets included in the test, where the broadcast ads will air through November, are Atlanta, Cleveland, Detroit, Miami, New York, Philadelphia, Pittsburgh and Seattle.
The TV spots carry the tagline, “Come register for the many sides of Sears.”
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