By about 1990, the idea of combining various promotional tools came to be known as ____, though over the past two decades this phrase has shifted and evolved, giving way to a new term.

Question

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The concept of combining various promotional tools was first known as "integrated marketing communications". However, over time, this phrase has evolved and given way to a newer term known as "integrated brand promotion". The other options, such as marketing mix and economies of scale, do not specifically refer to the combination of promotional tools.

By About 1990, the Idea of Combining Various Promotional Tools