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Eastman Kodak Co. courts the professional photographer in a $3 million-plus worldwide ad campaign by Saatchi & Saatchi Business Communications, Rochester, N.Y. The primarily print effort, unveiled last month at the Photokina trade show in Germany, includes an ad touting Kodak professional films. The marketing emphasizes the abilities of professional photographers. Ads are planned for Europe, the Middle East, Asia and Latin America.

The U.S. effort will kick off in trade publications, fashion magazines and major newspapers. The push incorporates a "tip-on" postcard that will be attached to the outside of the November/December issue of American Photo. The magazine's sister publication in France had a similar cover postcard earlier. The campaign will have an Internet component ( and may move into TV later this year. The ads will carry the Kodak theme, "Take Pictures. Further."

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