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BtoB

FedEx changes mind, will advertise during Super Bowl

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Memphis, Tenn.—FedEx Corp. is reversing field. The b-to-b marketer, a perennial advertiser on the Super Bowl, got off the sidelines late this week and grabbed what may have been the last available spot on this year’s telecast, to be aired on Fox this Sunday. “We changed our minds,” said FedEx marketing spokeswoman Carla Richards. “We negotiated a prime slot at a favorable price. It’s in the first quarter, and we’re running a spot called ‘Great Idea,’ which broke back in September and promotes the 10% Fedex.com discount program.”
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