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CelluX, a cellphone provider, has launched a new television advertisement portra...
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CelluX, a cellphone provider, has launched a new television advertisement portraying a cheeky seven-year old and her loving reaction towards her parents when presented with the new iPhone. This type of emotional appeal is often the most important way of differentiating a product from competing products in a highly competitive market. During which phase of the integrated marketing strategy would this be the most appropriate marketing communication decision?
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