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An integrated marketing communication program for Volkswagen beetle for a 13-week period dedicated to women
- The IMC program will feature the overall strategy and tactics recommended for a successful program.
- Information to be included: o Brand Positioning
o Brand Personality
o Product Characteristics o Creative Strategy Statement
o Target Market
o Competitive Analysis
o Key Consumer Benefits
o Marketing Message
o Media Strategy
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For this assignment, you will write a letter to request an adjustment. You may use a life experience (Choice A) to craft the letter or you may use the provided scenario (Choice B).
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How do clients hear about your company?What differentiate you from other home care service providers?What does your pre-purchase stage involve (before home care worker goes to client)?
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