Word: phasing
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Such stealthy efforts are but one phase of a larger growth industry of alternative and guerrilla marketing that ranges from handing out free samples to sponsoring concerts and other events. "We need to take our brand to them and not wait for them to come to us," says Hilary Dart, president of Calvin Klein Cosmetics. Its estimated $45 million campaign to launch the men's fragrance Crave this fall will include street sampling, product seeding among opinion leaders and other guerrilla tactics (even building sand sculptures of the Crave logo on beaches on both coasts) before any ads are unveiled...
...easy on the protein and fat. On the Atkins diet, one is allowed to eat all the protein- and fat-drenched meat and butter one wants but must cut out cereal and bread. And if Sieger is puzzled by certain aspects of the diet--among other things, the initial phase is so low in fiber that constipation is often a problem--she finds merit in others. "I guess I'm curious to see if it works," she says. "I'm willing to give...
Here are the facts regarding the three phases of my program. During induction, the amount of carbohydrates allowed is limited to 20 grams a day--the equivalent of three cups of broccoli, spinach or salad greens. Mine is not and has never been a no-carb diet. During the next phase of the program, ongoing weight loss, you add five grams of carbs a week until you find what we call your CCLL, or critical carbohydrate level for losing, which is usually between 40 to 60 grams a day. Once you've achieved your desired weight, you continue...
...course, the best way to conserve energy and reduce pollution would be to phase out cars in favor of mass transportation. But let's face it: that's not going to happen. People want a private, comfortable way to get around, and so our love affair with the automobile is as hot as ever. More than 17 million cars are sold each year in the U.S. alone, and demand is surging in developing countries such as China, where sales are expected to grow from 600,000 in 2001 to 2 million...
This is not to suggest that environmentalists should be spineless. The threat of boycott prompted Home Depot to promise to phase out its selling of wood from old-growth forests. The good news is that once an industry leader turns green, the rest often follow, fearful that consumers will punish them if they don't. Today every major home-improvement retailer makes an effort to sell only products certified to have come from sustainably managed forests...