MLB's new marketing pitch

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Major League Baseball unveiled a marketing and advertising program designed to spur the sport's renaissance, especially among kids. The media value of the program is estimated at $100 million. It will consist of 40 spots that Fox Broadcasting will produce that will both promote its games and MLB players. Separately, MLB has agency Lowe & Partners/SMS, New York, shooting this week an ad campaign that seeks to "get inside the heads" of MLB players. "Research shows NBA players are more popular than their game," said Greg Murphy, CEO of MLB Enterprises, about the player-focused ad campaign. "What you hear from kids is that they want to be just like Michael Jordan. In time, you'll hear kids say the same thing about our players."

Copyright March 1997, Crain Communications Inc.

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