ABC Family's Holiday Greetings

Lewis, Christian
November 2006
Multichannel News;11/27/2006, Vol. 27 Issue 47, p32
The article reports on the marketing strategy used by American Broadcasting Co. (ABC) for their "25 Days of Christmas" television programs in the U.S. Among the strategy carried out, includes the deal between American Greetings Co. to supply posters and greeting cards, posting of billboards along the streets, online campaigns and 30 seconds advertising spots in movie theaters and radio stations. According ABC president Paul Lee, their program garnered the highest ratings for special programs.


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