Talbots targets anti-Bowl crowd

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Talbots, Hingham, Mass., hopes to woo football-averse women in a $1.5 million campaign breaking in advance of next Sunday's Super Bowl. The advertising, themed "Football not your bag?" will suggest shopping as an alternative to watching the big game. Arnold Communications, Boston, created the newspaper and in-store push. As part of the effort, 300,000 "Football not your bag?" shopping bags will be inserted in Friday's edition of The New York Times.

Copyright January 2000, Crain Communications Inc.

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