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SAN FRANCISCO Traditional advertising plays a key role in prompting consumers to search for merchandise online, according to a study by the Retail Advertising and Marketing Association (RAMA) and BIGresearch.
Roughly half of the consumers told researchers they take cues from TV, magazine and newspaper ads to determine when and where to shop online. In order of preference, 47 percent said they turned to magazine ads, followed by TV commercials and newspaper ads at 43 percent each.
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