Define the concept of integrated communication, Marketing Management

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Question 1:

(a) Distinguish between destination branding and country branding?

(b) Market Research is of paramount importance prior to developing a branding and a communication plan. Discuss the market research process for collecting data to design a branding and communication plan?

Question 2:

Write short notes on all of the followings:

Discuss the role of air access policy in reinforcing brand quality
Define the concept of integrated communication?
Relationship between the media and the Ladder of Communication Effect?

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