Question

When Lee apparel introduced Lee Dungarees, it carefully coordinated posters, radio and television commercials, and a Web-based interactive game that drove customers to off-line stores and back to the Web site. All of these elements produced a consistent, unified, customer-focused message. Lee Apparel used __________.
a. coordinational promotionb. promotional mixingc. integrated marketing communicationsd. creative sellinge. processed marketing

Answer 1

Answer:

The answer to this question is

B: Integrated marketing communication

Explanation:.

The marketing strategy used by Lee apparel is an example of integrated marketing communication.

Integrated Marketing Communications is a strategic, collaborative, and promotional marketing function through which a targeted audience receives consistent, persuasive, and reinforcing brand messaging in an integrated and comprehensive way to move buyer's through the decision making process.

It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer.

Hence the action of Lee apparel in the coordination of its adverts on posters, radio, television commercials and a web interactive game which influenced the consumer's decision making  process is an Interactive marketing communication