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You need to communicate to AirWays' market segment the key benefits that make the company distinct from the competition.
In addition, you need to announce the improvements in the delivery of the services by the company. While AirWays has a limited communications budget, the chief marketing officer (CMO) wants to allocate the money in the most effective way.
Write an IMC strategy that includes the following:
An advertisement featuring the new (improved) services and containing the following elements:
Headline
Subheadline
Brand positioning statement (To a respectable flight customer of any age who wants to enjoy an efficient service delivery should consider the service delivery at AirWays whereby you save time while securing high quality delivery services.)
Artwork
Sponsorship
Layout
A brief identifying and supporting both traditional and nontraditional channels to carry the advertisement
Create your IMC strategy and brief in a 3- to 4-page Microsoft Word document.
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