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Marketers across the country are looking to take advantage of America’s superstitions this weekend, using a marketing tactic called borrowed interest. This Saturday will be 7/7/07, and the lucky triple-seven is an auspicious sign that’s expected to give rise to host of supernormal behavior. Borrowed interest advertising — so-named because firms “borrow” consumers’ interest in something outside the company — is a way for companies to ride the coattails of larger events, whether it be the Olympics, a president’s birthday, or a steep rise in gas prices. |
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