What marketing communication options has Mattel chosen for its marketing communication strategy?

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Worldwide sales of Barbie have decreased by 14% since last year. This decline is, in part, due to strong dollar. However, this appears to be part of a long-term trend as the Barbie brand has declined for the past 7 quarters. Please address the following questions regarding integrated Marketing Communication

What marketing communication options has Mattel chosen for its marketing communication strategy? What are the pros and cons of these choices? To what extent do these choice have the ability to build brand equity?

Article: http://www.wsj.com/articles/the-dolls-beyond-barbie-1447873588

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