Two popular beverage manufacturing companies in different countries merge together to gain strategic advantages. The merger gives each brand access to a significantly larger market
To effectively reach both markets, the merged company needs to coordinate its promotional mix to produce a consistent, unified, and customer-focused message. In other words, the company needs to use:
a. the AIDA model for product promotion.
b. integrated marketing communications.
c. transformational marketing.
d. creative selling.
ANSWER: b
The company should use integrated marketing communications. Integrated marketing communications (IMC) is the careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every contact point at which a company meets a consumer.
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