Mars, Inc., makers of Snickers candy bars launched its You're Not You When You're Hungry promotion campaign. The company's television commercials portrayed regular people disguised as celebrities behaving badly because they were hungry. Along with the commercials, print ads were released featuring inversion illusions showing the difference between someone whose hunger is satisfied and someone whose hunger is clearly not. In addition, the print ads included a coupon for a Snickers candy bar. This type of promotional strategy is referred to as

A) integrated promotion communications.
B) an integrated promotion mix.
C) an integrated marketing concept.
D) an integrated advertising mix.
E) integrated marketing communications.

Question

Miriam Murillo · Accepted Answer

Final Answer : E, Explanation :  The correct term for this type of promotional strategy, which combines television commercials, print ads, and coupons to deliver a consistent message across multiple channels, is integrated marketing communications (IMC). IMC aims to ensure that all forms of communications and messages are carefully linked together.

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