HERSHEY, Pa. -- Hershey Foods Corp. is backing what it calls its largest consumer promotion with $10 million in advertising and promotion. The campaign marks a "subtle shift" in marketing for Hershey in that it relies heavily on advertising. Other than a few seasonal events, Hershey has not focused on advertising, Bill Stamey, director of marketing, Hershey Foods, told Brand Marketing. Support includes prime-time and daytime television, cable, retail point-of-sale, grassroots marketing, ...

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