Philip Morris Explains Price Cuts In New Direct Mail Campaign

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CHICAGO – Philip Morris’ commitment to its price cuts and promotions is putting Leo Burnett Co.’s integrated capabilities to the test.
Beginning Aug. 9, Burnett will launch what may be the largest single direct-mail effort ever from one advertiser. Drawing on its massive database compiled from years of promotional responses, Philip Morris intends to send letters to ‘a majority’ of the nation’s 50 million cigarette smokers.

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