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STAR WARS TRIO OF MICHAEL, OSCAR & MIKE CAPTURE MARKETER IMAGINATIONS

Published on .

They're three elements marketing mega-fantasies are made of: Air, Gold and Iron.

But they're also elementally different opportunities.

With the return of Air Jordan to basketball, marketers that stood by the athlete during his flirtation with baseball are cashing in big time as Michael draws worldwide attention.

Speaking of entertainment, tonight's Oscar telecast is drawing the usual cast of glitz-driven advertisers, plus one that's trying to reach sufferers of Alzheimer's disease and their loved ones.

And in another case of a man returning to the sport that made him famous, "Iron Mike" Tyson became a free man last weekend, and the boxing world is bracing for his re-entry. Mr. Tyson is hardly a marketer's dream as a spokesman, but endorser deals seem like chump change compared with what the former champ can make from pay-per-view bouts.

Details on Pages 3 (Jordan), 4 (Tyson) and 32 (Oscar).

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