Fletcher Martin Crafts Ads for Ice-Cream Chain

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BOSTON Carvel serves up nostalgia in its latest campaign. But this year, the client seeks to cut costs and increase the number of its locations by using direct response, a company executive said.

Carvel decided to spend its estimated $2 million media budget solely in DRTV because of “substantial cost savings in conjunction with aggressively expanding the Carvel brand through franchising,” said Gary Bales, vice president of marketing at the Atlanta-based ice-cream chain.

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