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Bacardi, Captain Morgan, Miller Light, Bud Light, Cuervo, etc. all do tons of promotions at Penn State (having games at downtown bars with prizes of t-shirts, keychains, beverage cozies, etc.)
A lot fo the local restaurants and bars advertise in the paper
Around beginning of the school year, football season, and end of the school year (book buy-back season), the local bookstores have ads in the paper and on tv
As far as national brands, I think there's been some random promotions here and there for anything students use (Axe bodyspray, deoderant, face wash, toothpaste, etc.)
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