Allegra is an antihistamine that is only available through prescription,but to create brand awareness,it is offering people who request information about the product a cushion to use at their favourite sporting event.Its television ad shows a woman half-heartedly watching some sporting event.The voiceover asks if she is bored or congested.Next scene,the person is having a great time and is uncongested after taking Allegra.This use of the same promotional theme throughout a company's promotion is an example of how marketers use:

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The use of the same promotional theme throughout different communication channels such as television ad and the offer of a cushion for a sporting event is an example of integrated marketing communications (IMC). This approach aims to create a seamless and consistent message across all touchpoints with the audience.

Allegra Is an Antihistamine That Is Only Available Through Prescription,but