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Question
Allegra is an antihistamine. To create brand awareness, the company is offering people who request information about the product a seat cushion to use at their favorite sporting event. Its television ad shows a woman half-heartedly watching a sporting event. The voiceover asks if she is bored or congested. In the next scene, the person is having a great time and is decongested after taking Allegra. This use of the same promotional theme throughout a company's marketing campaign is an example of how marketers use __________.
A. the retailing mix
B. integrated marketing communications (IMC)
C. the branding mix
D. coordinated channels of communication
E. marketing by objectives (MBO)
Answer
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