Allegra is an antihistamine and to create brand awareness it is offering people who request information about the product a cushion to use at their favorite 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 _________.

Question

Quizplus · Accepted Answer

The use of the same promotional theme throughout different communication channels (TV ad and offering a cushion) is an example of integrated marketing communications (IMC). IMC is a strategic approach that aims to create a unified and seamless brand experience across all touchpoints, including advertising, promotions, public relations, direct marketing, and personal selling. The goal is to present a consistent and compelling message that resonates with the target audience and drives them to take action.

Allegra Is an Antihistamine and to Create Brand Awareness It