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Levi Strauss & Co. has decided to put some marketing dollars behind the regional efforts of its retailers. "We have made a decision to better support retailers on a regional level," the spokesman said, adding, however, the apparel manufacturer has not decided whether it will be cutting back on its national TV buys and shifting to regional print and TV buys instead. Levi's has been upping its media budget in recent months, spending $103 million on ads for the first 11 months of 2000, up from almost $100 million for all of 1999.

Copyright March 2001, Crain Communications Inc.

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