cally savvy business creates certain synergies between the marketing method and the market (Maxwell & Westerfield, 2002).
Secondly, print advertising will be placed in local (i.e., community) newspapers and magazines to announce the opening of the restaurant and ongoing promotions. Using traditional print media is important in disseminating information to the largest possible audience in the most timely manner (Wheelen & Hunger, 2000).
Third, television advertising via cable television stations, particularly those with food shows, will be used in the launch phase of the restaurantÆs life and on a periodic basis thereafter. Commercials will depict
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