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How do they use devices like color, brand, spokespeople, and gimmicks to try to •Differentiate their product (We're different and here is why!) •Reinforce their brand (Remember our name!) •And ultimately make the sale (Use our service!)

Did deregulation create an oligopoly or was radio always an oligopoly? Why do you think this is true? How are natural market forces and other economic factors changing or not changing your range of choices in radio stations?