A Retailer with Three Retail Stores Located Within a 10-Mile

Multiple Choice

A retailer with three retail stores located within a 10-mile radius wishes to advertise in a county-based daily newspaper which covers a very large geographic area.The retailer should ________.

A) use small ads to minimize waste
B) use horizontal cooperative advertising to reduce waste
C) use a regional edition to minimize waste
D) seek to reduce the trading-area overlap to minimize waste with this medium