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Pokemon ‘Franchise’ for Game Boy Gets $14 Mil. Blitz
LOS ANGELES–Nintendo of America is introducing Pokemon for its Game Boy line Sept. 28 with a $14 million advertising and direct marketing effort.
The launch campaign includes a 30-second TV spot from Nintendo’s lead agency, Leo Burnett in Chicago, and an extensive direct marketing push from Kovel Kresser & Partners in Venice, Calif.
“Typically, we launch a video game like a movie: six weeks of support and then you’re done and you move on to the next one,” said George Harrison, vice president of marketing and corporate communications at the Redmond, Wash.-based
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