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Essay text:
Background of Competitive Product (Analysis of Competition)
III. Product to be Re-launched.........................................................................................................6
A. Justification
B. What is the positioning of the product?
C. Related marketing data (as salient background information for ad campaign)
IV. Advertising and Communications Campaign............................................................................9
A. An Introduction to Bench/'s Advertising
B. Problem Focus for Ad Materials (Objective)
C. Strategy
1. Target market
2. Benefit
3. Brand personality
D...
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