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 which of the following?
a. integrated marketing communications
b. creative selling
c. transactional communications
d. coordinational promotion
Ans: a. integrated marketing communications
Business
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