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As the advertising manager, you have limited funds with which to advertise. A critical promotional campaign is about to get underway and you are looking to maximize your advertising's effectiveness. 

You are considering two publications: Fortune magazine and Forbes magazine. Both will deliver the target market that you seek, i.e., the business professional, operations management or financial management, average income $90,000, college educated, and working for a Fortune 1000 company.

How might you go about determining which publication would make the most sense in which to advertise so that you might maximize your "Bang for the Buck" advertising expenditures? 

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