At the weekly meeting for Choice Hotels, the marketing manager said, "We need an inexpensive creative way to increase awareness of our hotels among people who travel by automobile. To do that, I want to find a different advertising medium that the other hotel chains are not using now." The purchase of this advertising on an alternative medium would be an example of

Question

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This situation describes a "new buy" because the company is seeking to purchase advertising in a medium they have not used before, which is different from their usual advertising practices.

At the Weekly Meeting for Choice Hotels, the Marketing Manager