of value-linked advertisements would be especially interesting and potentially important.
The advice to "Forget the bilge you were taught in sixth grade geography about East and West, North and South" ( Garreau 1981, 1) seems premature. The admonition to "Forget the maze of state and provincial boundaries" (ibid.) is not valuable unless one plans to abandon geographic segmentation entirely. Of course, the best segmentation approach depends upon the particular goals and purposes of the segmentation, but when values are implicated in the goals and purposes, this study provides no evidence that we should abandon the Bureau of Census system.