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Problem:

Richard Branson launched Virgin Atlantic Airways to take on overpriced British Airways. The first Virgin flight, on June 22, 1984, took off loaded with celebrities and media. The flight came equipped with waiters in white ties and tails, and free-flowing champagne. The airborne party enjoyed international press coverage. Branson knew that photographers have a job to do and they had turn up at his event if he gave them a good purpose to.

Required:

problem 1: Determine the type of promotional tool employed in the above situation and describe its advantages.

problem 2: Apart from the promotional tool employed by Richard Branson in the above scenario, identify the major tools in marketing communication mix and discuss their benefits. Support your answer with instances.

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