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Intensive media coverage offers opportunities for substantial
marketing benefits. One of the events connected with the war in
Iraq illustrates this perfectly.
One Friday in April, Brig. Gen. Vincent Brooks announced the
creation of a deck of playing cards with the names and photos of
55 Iraqi leaders for distribution to border guards. This
immediately caught the public fancy and was promoted extensively
by the news networks.
At 2:35 a.m. the following Monday morning, two million e-mails
went out over the Internet urging people to "Get the 'Iraqi Most
Wanted' deck of cards!" By 2:35 a.m., the first order was
received for four decks at $5.95 each.
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