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Sears launches integrated marketing campaign

Sears' holiday marketing campaign is "more diversified" than in previous years, said Richard Gerstein, SVP and chief marketing officer, in a statement. The campaign combines television and radio spots, new functions on the Sears.com Web site, print magazine inserts for certain products, additional online media, sweepstakes, catalogs, direct mail and circulars -- all built around the theme of the company's relaunched holiday Wish Book. DMNews (11/07)