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The owners of a small toy store had a limited advertising budget. Because of this, the owners of the store were very concerned with spending their advertising dollars wisely. One of their primary advertising goals was to expose customers in a limited market area to their advertising messages as often as possible. The owners of the toy store were concerned with

A.            reach

B.            frequency

C.            Gross rating points

D.            cost per thousand

E.            advertising themes

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