INTRODUCTION ALDI, in an attempt to gain an increase in market share by targeting a different clientele has embarked on a £500m campaign in the UK, building new stores and refurbishing existing ones. The purpose is to enhance their image, improve their brand reputation and essentially attract a different type of customer. For communication to be effective however there are fundamental elements as described in (fig 1.) that need to be adhered to, …showed first 75 words of 2978 total…

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