The Makers of Lay's Potato Chips Recently Introduced Its Do

The makers of Lay's potato chips recently introduced its Do Us a Flavor marketing campaign to allow customers to come up with a new potato chip variety. The company used various promotion mix elements to provide a consistent message about the campaign. Television advertisements with celebrities explained the contest and encouraged people to vote; customers were allowed to use Facebook to enter their ideas; advertisements were placed in numerous magazines; and customers created YouTube videos to showcase their ideas. This type of promotional strategy is referred to as

A) integrated marketing communications.
B) direct marketing.
C) relationship selling.
D) product placement.
E) narrowcasting.