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Published on .

NEW YORK-Merrill Lynch & Co. on April 19 breaks a second round of 30-second spots, built around the theme "The difference is planning," on the Big 3 networks and CNN. The estimated $30 million effort from Bozell will also use print this spring.

The ads depict average Americans confronting emotional decisions that are involved in financial planning. One directly targets women as planners.

This is Merrill Lynch's first major ad activity since a wave of negative publicity surrounding its role as financial adviser to bankrupt Orange County, Calif.

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