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Haggar Doubles Ad Budget, Returns to TV
DALLAS–Haggar Clothing Co. here will be paying extra attention to female consumers in a 1998 fall campaign that will more than double previous ad spending efforts to $10 million. GSD&M in Austin, Texas, will be producing the print and broadcast advertising campaign for Haggar’s Black Label Collection that returns the client to television. The company, explaining the new target audience for the campaign, said its research shows women 25-49 are the primary “influencers and buyers” of men’s wear.