Molson beer was produced in Canada.Coors was manufactured in the United States.A merger of the two breweries gave each brand access to a significantly larger market.To effectively reach both markets,the merged company needed to coordinate its promotional mix to produce a consistent,unified,and customer-focused message.In other words,the brewery needed to use:

Question

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Integrated marketing communications is the careful coordination of promotional messages for a product to assure the consistency of messages at every contact point where a company meets the consumer.

Molson Beer Was Produced in Canada