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I Hnf n the phorrc e onrpan). Jrilqrrrc anI sri r'ring dcr icc' alrd tclc-phrlle lin\\\ r'ting ,crr i.:cr, \1r di:likc for thc phone c()nlnan\ l. not bccausc ot their scrrice or c\rn thatr rates. It's becausc r)l thc quc:tionlihlc selling praetices ol thcir adr crtr'ing 'pa.c sales dcpartmcnt.

Fir-stlr, thcr sell thcir \ cllos I'u-sc adrertising br the ntonth (1rr L,urirtg rrnlr I I months). Then. thcv c(rttiltuotr'l\ ii!i!l classil'ication: that. a' e r!'tailcr. \r\Ll:. rcluCtant to rli". Il u'cd lo lrc aa\\. \ (ru .iLrst bor.rght a li-.1i11g or acl Lrndc-r I [ \l []l:R. \os;rrllr]-. lrorrtrr'r. \,.r .. -. consider "llrrildin-c \lalcnal'." "( 'Jrl t r a c 1 o r .\ I I c r u t i o n : . ' ' I I a r J rr ,t t l ' "Kitchen:." "l']lunrbing SLtpnliL''" li11.1 jutt about c\cf\ othr'l ittrasittltl'1.' catr.gor). \\ ill thcr \otttcdit\ lr\ 'allrrr.r advc-rtising br SKL l

TO pour mora \lt11 on thc \\!)urlJ. Ihe\ kccp producing \nrrllcr conrnrLrnitr dirce torreseach *ith its narro* nrodLrai classilications. In nrctropolitun urcu. .r rctailcr could r'a'ilr c\ccc'il 1", trl hj. sross rolunle br taking u :ntill atl in crcrr broad catcgtrrr jn crclr phonr dircettrrr in hisnrarkct. Franklr, I think thc returlcr *ho cnds his print anci hroadru't u.ircr tising rrith "[.ook rr. rrp in the \\ l::t.' Page: ," i' a \nrart nrcrahanl.

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