Allegra is an antihistamine that is only available through prescription, but to create brand awareness, it is offering people who request information about the product a cushion to use at their favourite sporting event. Its television ad shows a woman half-heartedly watching some sporting event. The voiceover asks if she is bored or congested. Next scene, the person is having a great time and is uncongested after taking Allegra. This use of the same promotional theme throughout a company's promotion is an example of how marketers use:

Question

Quizplus · Accepted Answer

The use of the same promotional theme in different marketing channels (television ad and offering cushions with product information) demonstrates the use of integrated marketing communications (IMC), which is the coordination and integration of all marketing communication tools and messages to deliver a clear and consistent message to the target audience.

Allegra Is an Antihistamine That Is Only Available Through Prescription