7-Eleven, Inc.

Lights, camera, action! Television advertising creates brand awareness for convenience stores large and small.

Television advertising works. At least for me.

Mention the general merchandise category to most convenience retailers or distributors, and eyes glaze over. Heads shake in despair. Mumbles about mass merchants killing the category on price can be heard, along with laments that the highly competitive and profitable beverage, tobacco and snack categories demand attention first. General merchandise, it seems, has become the ugly duckling of the industry.

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