Arm & Hammer UltraMax deodorant contains time-released baking soda and provides "extra muscle for the game of life." Ads for the product featured a baseball star saying "When your day goes into extra innings, you need a deodorant with extra muscle," appeared in television and print ads. At the same time, Arm & Hammer ran sweepstakes in which people could enter to win a chance to meet the baseball star plus other great prizes. To enter sweepstakes customers had to fill out a $1-off coupon for deodorant or visit the website ahultramax.com (https://www.armandhammer.com/en/personal-care). This is an example of:
A)the marketing mix
B)exchange
C)integrated marketing communications
D)the 4As
E)relationship marketing

Question

Quizplus · Accepted Answer

This is an example of integrated marketing communications, as the ads for the product and the sweepstakes were all part of a coordinated effort to promote the product to consumers.

Arm & Hammer UltraMax Deodorant Contains Time-Released Baking Soda and Provides