Geraldo gauged the level of exposure to his marketing campaign using the percentage of the target population exposed at least once to his advertisement, representing its integrated market communication as well as marketing plan.
Marketing plan is the plan made by any organization to communicate about its products when they are new to launch them in the market.
Integrated market communication is the process which includes different marketing campaigns and marketing plans to define what they want to achieve through the marketing process.
In communicating with the target market The AIDA model is used.
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