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Rod Salvador bought a new Mazda 3 in January, when the car first rolled into San Francisco dealerships. He saw it and loved it. But the 32-year-old high school teacher didn’t see it on TV, a huge part of Mazda’s campaign for the car that launched on New Year’s Eve. “Honestly,” he says, “I never saw the ads on TV. I was at a local coffee house and saw the car on my coffee sleeve.
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