In October, Kellogg's launched a far-reaching television advertising campaign, creating national exposure for Dark Horse Comics' Star Wars: X-Wing -- Rogue Squadron comic-book giveaway promotion. Current TV spots for Kellogg's Apple Jacks now carry promotional tags that specifically mention and display the free exclusive X-Wing comic book. The ads began running on four networks during early October, with placements in such popular children's programs as "Bobby's World," "Animaniacs," "Taz-Mania," "Beakman's World," "Adventures of Hyperman," and "Dumb & Dumber."

Kellogg's Apple Jacks cereal will continue to carry the Star Wars: X-Wing -- Rogue Squadron comic-book offer through December 1995. The comic book, which features a sixteen-page story created exclusively for Kellogg's, is being offered free through the mail with one proof-of-purchase from specially marked boxes of Apple Jacks. An advertisement inside the free comic book refers customers to their local comic-book specialty shops for more Star Wars adventures, as does the cereal box itself. This creates an unprecedented promotional platform for comics retailers interested in reaching larger audiences.

"The TV ad shows two kids reading and enjoying the comic -- what a great thing for our industry!" said Dark Horse vice president of sales and marketing Lou Bank. "Between the television advertising, the newspaper inserts, and the cereal box offer itself, we're alerting more than 250 million consumers to the existence of Star Wars comic books! Now that's what I call `Taking the Galaxy by Force!'."