Subway continuously manages to sell promoted deals without pushing the advertising theme too far, according to Vivaldi.

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Thinking like a true challenger brand back in the 1960s, The Pepsi Generation was the theme of an advertising campaign for Pepsi.

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And, as in other parts of the world, certain aspects of hip-hop culture have made their way onto Chinese billboards and pop charts, as well as into Chinese theme songs and television advertising.

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The company offset some of those problems with an advertising upturn at its ABC network and higher spending at its theme parks.

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Ford intends to have a global theme this time, but does not rule out tailoring some advertising to local markets where it is felt appropriate.

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