Ralph Worked in an Advertising Agency in New York City

Ralph worked in an advertising agency in New York City for 10 years, all of it developing brand advertising for national brands. He decided he wanted to move back to his hometown of Jackson, Mississippi and open his own advertising agency, where most of his clients will be local retailers. Which of the following is NOT a difference between national brand advertising and local retail advertising that Ralph needs to know?

A) Local retail promotional strategies focus on retail benefits, such as an unusual or varied selection of merchandise.
B) Newspapers are most often used for local retail advertising.
C) Local retail advertising has an inherent urgency.
D) Unlike national advertisers, local retailers generally prefer frequency over reach.
E) The primary objective of local retail advertising is to build store traffic.