The owners of a small hardware store had a limited advertising budget.As such,the owners of the store were very concerned with spending their advertising dollars wisely.One of their primary advertising concerns was to expose customers in a limited market area to their advertising messages as often as possible.The owners of the hardware store were concerned with:

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The owners' primary concern is exposing customers to their advertising messages as often as possible, indicating a need for high frequency. Reach (option A) refers to the total number of potential customers who see the advertising, which may not necessarily guarantee repeated exposure. Gross rating points and cost per thousand (options C and D) are measures used to evaluate the effectiveness and efficiency of advertising campaigns, but do not necessarily address the owners' specific concern of maximizing exposure within a limited market area.

The Owners of a Small Hardware Store Had a Limited