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Yes you pay this, the advertising is a percentage of the vehicle and options. Dealer ad groups/regions will have their own percentages. These can vary from 1 or 1.5% up into the 3 or 3.5%. The doc fee however is the dealers choice and they can charge nothing or as much as they want. If you don't want to pay this then you can go to another dealer. If a dealer gets caught charging a doc fee to some customers and waiving it for others they can be sued because of discrimination. Hope this helps explain the ad fee's, they are real and are paid every time you buy a new car.
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