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  1. Identify a marketing campaign that has used at least two communication tools, for example, Popeye’s new chicken sandwich campaign used advertising via mass media (TV), social media, as well as PR.  
  2. Evaluate the marketing campaign on the following aspects:
    • Appropriateness of using these tools given its target market in terms of experiences and benefits sought, and the nature of the product in terms of its complexity, service requirement, etc.
    • Integration of the tools with regard to the coordination among the tools used and the consistency of the message that is delivered across the communication tools.

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