The imc program will feature the overall strategy and


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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Marketing Research: The imc program will feature the overall strategy and
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