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July 28, 1985 | JUBE SHIVER Jr. and NANCY YOSHIHARA, Times Staff Writers
In the year following the 1984 Summer Olympic Games, some companies that paid up to $13 million to be official sponsors have found that a few competitors derived as much marketing benefit from the Games by using less costly Olympic tie-ins or plain, old-fashioned advertising. Eastman Kodak Co., which advertised heavily during the Games, maintained its dominance in the film market over upstart Olympic sponsor Fuji Photo Film Co.
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