Allegra is an antihistamine.To create brand awareness,the company is offering people who request information about the product a seat cushion to use at their favorite sporting event.Its television ad shows a woman half-heartedly watching a sporting event.The voiceover asks if she is bored or congested.In the next scene,the person is having a great time and is decongested after taking Allegra.This use of the same promotional theme throughout a company's marketing campaign is an example of how marketers use __________.

Question

Quizplus · Accepted Answer

The use of the same promotional theme throughout a company's marketing campaign is an example of integrated marketing communications (IMC), which involves coordinating and integrating various communication channels to promote a consistent brand message to the target audience.

Allegra Is an Antihistamine