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Question
A retailer decides to use newspaper ads to promote its line of men's and women's swimwear. In the media planning process, the retailer has chosen a(n):a. interactive media.
b. media class.
c. media vehicle.
d. media mix.
Answer
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When should a marketer use secondary data? What are the advantages of using such data and what cautions should be taken? Name and briefly describe the four broad areas that offer secondary data used by today's marketers.