When Lee Apparel introduced Lee Dungarees, it carefully coordinated posters, radio and television commercials, and a Web-based interactive game that drove customers to off-line stores and back to the website. All of these elements produced a consistent, unified, customer-focused message. What did Lee Apparel use?

Question

Quizplus · Accepted Answer

Lee Apparel used integrated marketing communications, which is a marketing strategy that integrates all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and personal selling. This strategy helps to deliver a consistent message to the target audience and enhances the effectiveness of marketing communication efforts.

When Lee Apparel Introduced Lee Dungarees, It Carefully Coordinated Posters