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 website. All of these elements produced a consistent, unified, customer-focused message. Lee Apparel used:
a. creative selling
b. integrated marketing communications
c. coordinated promotion
d. promotional mixing
e. processed marketing
Ans: b. integrated marketing communications
Business
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