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Pre-sale
We began our effort to pre-sell the new hardcover, Scarpetta, with the campaign for the paperback Book of the Dead. Book of the Dead ads began appearing in August, and highlighted the 20-year anniversary of the character—selling the paperback while also raising awareness for the coming hardcover. In addition to major 4/c ads in USA Today and Star, we ran high-profile outdoor advertising at the Democratic National Convention to piggy-back on the buzz of the unprecedented excitement surrounding the 2008 campaign. |
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