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Knight-Abbey Commercial Printers and Direct Mailers is a large commercial printer in the ...

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Knight-Abbey Commercial Printers and Direct Mailers is a large commercial printer in the ...

Knight-Abbey Commercial Printers and Direct Mailers is a large commercial printer in the southeastern United States. The company develops, prints, and mails direct mail pieces for several businesses. One of the company's largest customers is Beau Rivage Casino in Gulfport, Mississippi. Knight-Abbey personalizes and prints eight variations of a direct mail offer to customers. In terms of the types of firms in direct-response advertising, which type is Knight-Abbey?
A) service firm
B) print brokerage
C) advertising agency
D) fulfillment house
E) direct-marketing agency

Textbook

Advertising & IMC: Principles and Practice

Edition: 10^th

Authors: Moriart, Mitchell, Wells

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