Butterfly Wings Inc., a manufacturer of soft toys and greeting cards, planned to advertise its Valentine's Day merchandise in movie theaters. Based on the audience profile, one week prior to St. Valentine's Day, the company began screening its commercial before the start of two movies titled The Vow and Perfect Sense. Since both movies were romantic dramas, Butterfly Wings' commercial evoked a positive response in moviegoers. In this scenario, which of the following advantages of movie theater advertising did the marketer exploit?
A. demographic segmentation
B. lower absolute costs
C. lower relative costs
D. lack of advertising clutter
E. advertising proximity
Answer: A
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