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The article examines the retail industry's fall 2007 media buying strategy. According to the article retail chains are focusing on efforts that combine entertaining and educating the consumer, and to do so they are using such marketing channels as the internet, kiosks, and other options. The article explains that though television advertising is still critical to retail chains, the advertisements success with consumers is more closely analyzed.

Comments on the significance of print media to relationship marketing. Information on the nature of the media-planning process; Categorization of magazines in media-planning; Factors to be considered in print planning.