When Lansing Gardening Supplies opened its retail store, it spent a total of $18,000 on promotional flyers, four-color direct mail postcards, an on-screen ad at a local movie theater, wooden nickels offering a 10 percent discount, and ads in local newspaper. This information suggests Lansing is attempting to use a(n):

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Lansing Gardening Supplies is using an Integrated Marketing Communications (IMC) approach by employing a variety of promotional tools (flyers, direct mail, on-screen ads, discount offers, newspaper ads) to create a unified and comprehensive promotional strategy for its retail store opening.

When Lansing Gardening Supplies Opened Its Retail Store, It Spent