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:

Question

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The situation described in the passage calls for integrated marketing communications, which involves coordinating and integrating all the various marketing communication tools and messages to create a unified and customer-focused message. This would be necessary for the merged company to effectively reach both the Canadian and US markets with a consistent message about both Molson and Coors beers.

Molson Beer Is Produced in Canada