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Marketing Whiz Marketing Whiz
wrote...
2 years ago
A new market entrant in the anti-dandruff shampoo market, Sun & Moon, launched a massive advertising campaign featuring a stylish, well-liked celebrity. The main idea in the campaign was that of "glamour" and transfer of that meaning from the celebrity to the brand. Which of the following approaches best describes the basis for the big idea for Sun & Moon?

creating a brand image
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