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MARS Splenda Campaign- Delite Integrated Marketing Communications Program Creative Strategy StatementThe marketing communication process begins with identifying those who
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MARS Splenda Campaign- Delite Integrated Marketing Communications Program Creative Strategy Statement The marketing communication process begins with identifying those who will make up the target audience. In this case, the target audience for the MARS Splenda Campaign includes three market segments: diabetics, health conscious younger females and mothers of children between the ages of 4 and 12. The objectives that are taken in this case are as follows: * Create awareness among 90 percent of the target audience. To do this we will use repetitive advertising in magazines, on television, on the radio and billboards. Keep the message short and simple. Make people aware of the difference between sugar and Splenda. * Create interest in the brand among 70 percent of the target audience. Inform people that it contains no sugar but Splenda so it is healthier for your children but also tastes good and may also be eaten by diabetics. * Create...
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