The total cost of mass media may force a small firm to use promotion alternatives that are more expensive on a per contact basis.

Name: The total cost of mass media may force a small firm to use promotion alternatives that are more expensive on a per contact basis.
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The cost of mass media can be very high, which may force a small firm to resort to more expensive promotion alternatives on a per contact basis, such as direct mail or personal selling, in order to reach a target audience.

The Total Cost of Mass Media May Force a Small