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NEW YORK CBS literally “puts on the dog” to promote Greatest American Dog, a reality series that bows tomorrow night.
The campaign is a mix of traditional and non-traditional marketing, with some elements created in collaboration with the network’s media agency, Initiative. The campaign spans out-of-home, online, in-store, print, radio, cable and cinema advertising.
George Schweitzer, president of CBS marketing, pointed to several of what he deemed to be “unique promotions,” such as an alignment with Dogster.com,
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