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Pharmacia & Upjohn's Rogaine this week launches a national promotion offering 10 minutes of long-distance calling time via a SmarTalk phone card featuring an image of ad spokesman and NBA star Karl Malone. More than 500,000 cards will be distributed with Rogaine Extra-Strength for Men. Point of purchase backs the promotion, handled in-house.

JSA Publishing's Spanish language women's magazine Hogarama stages its third annual GranExpo Hogarama family festival Aug. 9 in Los Angeles. Sponsors include supermarkets Ralphs and Food 4 Less, plus Quaker Oats Co., Kimberly-Clark Corp., Best Foods, Reynolds Metals Co. and Kraft Foods.

Daisy Fuentes signed on as "Queen of Halloween" for Coors Brewing Co.'s annual fall promotion. Coors also plans a summer sweepstakes with ABC in which several winners will go to this fall's inaugural National College Football Championship. Integer Group, Lakewood, Colo., is Coors' promotional agency.

Coldwell Banker Real Estate Corp. teamed with Ethan Allen for a national co-op promotion and sweepstakes themed "Spring into a beautiful home." Four grand prize winners will get $10,000 worth of Ethan Allen furniture. The promotion was handled in-house.

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