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Steve solely focused on advertising in selected newspapers, but he failed to realize that everyone does not read the newspaper. If he wanted the business to appeal both to the college students and to the people of the town, he should have done several different types of promotions. He could have done direct promotions, where he and an employee would go into the community and pass out flyers to gain better exposure for the business. This would help to develop some sort of personal communication of information to persuade a prospective customer to buy something.
The choice of location Steve chose was not a great one...
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