Molson beer was produced in Canada. Coors was manufactured in the United States. A merger of the two breweries gave each brand access to a significantly larger market. To effectively reach both markets, the merged company needed to coordinate its promotional mix to produce a consistent, unified, and customer-focused message. In other words, the brewery needed to use:
a. coordinational promotion.
b. integrated marketing communications.
c. transformational marketing.
d. creative selling.
e. transactional communications.
ANSWER: b