HOT SPOT: DREYFUS;NEW KING ON THE THRONE

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Dreyfus Corp.'s lion, which first strutted out of a Wall Street subway station almost 40 years ago, comes back with a roar in a new TV and print campaign tagged "Rule your kingdom." The spots, from Citron Haligman Bedecarre, San Francisco, attempt to burnish the image of the mutual funds company, which has been reorganized. Spending on the effort is estimated at $30 million.
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