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Generating excitement about a sport that people see on television but do not play in their towns is another matter.
Just as important, it means demonstrating and generating excitement about games that are expected to be available later this year and in early 2007.
According to the website, this prize is "dedicated to advancing breakthrough research, celebrating scientists and generating excitement about the pursuit of science as a career".
Despite his lackluster performances in the Florida debates, Mr. Gingrich has still proved that these events can be one of his best tools for generating excitement about his campaign.
PayPal is generating excitement about it's in-store offerings.
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At the television critics conference in Pasadena last month, Disney did its best to generate excitement about its shows.
He was plain about the fact that the idea had come from his publisher, as a way to generate excitement about Mitchell's forthcoming novel, "The Bone Clocks".
Organizers said they would use two Indian passions, cricket and Bollywood, to generate excitement about the awareness drive, with stars from both fields to join the fair.
The medical device business is filled with small start-up companies trying to generate excitement about their new products and technologies, hoping to build market share and to attract deep-pocketed buyout offers.
A slightly more sophisticated version of rap's street promotion teams, Streetwise sends its volunteers tapes, stickers and flyers to give to their friends or hand out in the street to generate excitement about a band.
As a result the traditional practice of preceding the release of new records by liberally distributing advance cassettes and CD's to journalists and others in the music business (who, at best, would help generate excitement about a CD) is being rethought.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com