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Hallmark Cards promotes its lower-price card lines in its latest campaign (AA, Feb. 9), an effort to include TV, radio and in-store marketing. Seven 15-second TV spots from Leo Burnett USA, Chicago, feature everyday objects -- a jump rope, a goldfish, a bag of chips -- and a Hallmark card of equivalent value. The drive, budgeted at $10 million, will run through May. Radio spots -- carrying the tagline "Spend a little, care a lot" -- will break March 7 on local radio. Copywriter: Patti Gregoline. Art director: Jill Fix.
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