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Question
NARRBEGIN: LeBlanc's Pecan Co.LeBlanc's Pecan Company
Betty and Orville LeBlanc recently opened LeBlanc's Pecan Company retail store. In addition to shelled and unshelled pecans, the Texas store sells pecan pies, tortes, fruitcakes, fudge, pralines, chocolate pecan bark, homemade pecan ice cream toppings, and jams and jellies. At this time, there are no other stores of this type in the Houston area. The LeBlancs are considering developing an advertising campaign for their store focusing on its wide assortment of pecan-related products. Orville LeBlanc has drawn up a list of communication tasks the advertising must accomplish. He used the DAGMAR approach to draw up this list.
NARREND
Refer to LeBlanc's Pecan Company. When Orville LeBlanc decided which media he would use to optimally and cost-effectively reach the store's target audience, he was engaged in developing a(n):
a. marketing mix
b. media plan
c. promotional plan
d. advertising campaign
e. reach objectives
Answer
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