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Look at what the group of consumers marketers target most (males, 18-25) are buying: Hip-hop CD's, basketball gear and shoes, tons of hats, etc. It's a whole culture that these companies are trying to corner.
And make no mistake, they aren't paying Kobe and LeBron this kinda money cause they feel they are nice guys. These companies profit from these associations, and then some. Now, imagine what kinda money that is.
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