Molson beer is produced in Canada.Coors is manufactured in the United States.A merger of the two breweries would give each brand access to a significantly larger market.To effectively reach both markets,the merged company would need to coordinate its promotion mix so as to produce a consistent,unified,and customer-focused message.In other words,the brewery would need to use which of the following?

Question

Quizplus · Accepted Answer

Integrated marketing communications (IMC) is a strategic approach in which all communication efforts are coordinated to deliver a consistent message to the target audience. In the case of a merged Molson-Coors brewery, using IMC would be essential to effectively reach and engage customers in both the Canadian and US markets. By coordinating promotion mix elements such as advertising, sales promotion, personal selling, public relations, and direct marketing, the merged company can deliver a unified brand message that reflects its values, benefits, and personality, and resonates with the needs and wants of its customers. IMC can also help the brewery maximize its marketing budget, optimize its media mix, and build long-term customer relationships based on trust, loyalty, and advocacy. Therefore, the best choice is A) integrated marketing communications.

Molson Beer Is Produced in Canada