Encyclopedia Britannica pays to have a business reply card bound into magazines adjacent to its advertisement.The ad asks people to return the card for more information on how its encyclopedias can help children do better in school.Encyclopedia Britannica is engaging in

Question

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Encyclopedia Britannica is engaging in prospecting, which involves identifying potential customers who may be interested in their product or service. By asking people to return the card for more information, they are attempting to identify and reach out to potential customers.

Encyclopedia Britannica Pays to Have a Business Reply Card Bound