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The choiceto use magazines, billboards and social media as part of the collaboration’sadvertising relies on the fact that this type of communication has a highability to reach a large audience however the costs for this tool are important(see figure 6.

1). By using public relations with celebrity endorsement and a socialmedia blogger/influencer, the credibility given by the target audience becomeshigher and higher. Moreover, celebrities will attend the launching of thecollaboration in the various pop-up stores which will definitely create buzzand attract a lot of people. With the last chosen tool that is directmarketing, there is a high ability to deliver personal messages and the levelof interaction is quite high. With direct marketing, control becomes easier asthere is a high ability to target particular audiences and a high management’sability to adjust the deployment of this tool as circumstances changes (4C’s Fill,2013).

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