Introduction In order to understand the purpose and significance of the integrated communication process, it is useful to compare to brand within the same product category. This report seeks to provide an understanding of the effectiveness on campaign strategies. In doing so, a critique of the contrasting creative strategy and communication objectives will be attained. An insight on target market and market partitioning approach comes into the scope of this report. Product Category The product …showed first 75 words of 1857 total…

…showed last 75 words of 1857 total…Fifth edition, McGraw-Hill. 3.<Tab/>Paul Messaris, Visual Persuasion, The role of image in advertising. 1997, Sage Publications. 4.<Tab/>AdNews 28 February 2003 5.<Tab/>Asia Pacific Breweries LTD (Annual Report 2001) http://www.apb.com.sg/report/01-brews.html<Tab/> 6.<Tab/>Tiger Beer Corporation www.tigerbeer.com/main 7.<Tab/>Stella Artois Homepage www.stellaartois.co.uk