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 these elements produced a consistent, unified, customer-focused message. What did Lee Apparel use?单项选择题
A
a) creative selling
B
b) integrated marketing communications
C
c) coordinational communications
D
d) promotional selling

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 website. All these elements produced a consistent, unified, customer-focused message. What did Lee Apparel use?单项选择题

A

a) creative selling

B

b) integrated marketing communications

C

c) coordinational communications

D

d) promotional selling

BlackTom AI · Accepted Answer

Integrated marketing communications (IMC) is the deliberate coordination of multiple promotional tools and channels so that they deliver a consistent, customer-centered message across touchpoints.

1) Relevant knowledge points and concepts
- IMC: integrates advertising, public relations, sales promotion, direct marketing, digital marketing, and personal selling to present a unified message. 
- Key IMC attributes: consistency of message, cross-channel coordination, customer-focused communication, and synergy that drives customers between channels (online ↔ offline). 
- Distinct from single tactics like creative selling or promotions, IMC is strategic orchestration of tactics.

2) Step-by-step reasoning process
- Identify the channels used: posters (outdoor/point-of-purchase), radio and television commercials (broadcast advertising), and a Web-based interactive game (digital/online).
- Identify the campaign behavior: the game “drove customers to off-line stores and back to the website,” showing deliberate cross-channel traffic flow.
- Compare campaign features with IMC criteria: multiple channels, consistent unified message, coordinated customer journey across channels, and focus on customer experience.

3) Intermediate steps / mapping
- Posters = physical/visual advertising; must match creative theme.
- Radio/TV = mass media advertising; reinforce the same theme and call-to-action.
- Web-based game = digital engagement; links to offline stores and back to the website.
- All elements produce “consistent, unified, customer-focused message” → matches IMC definition.

4) Why the correct answer is correct
- The scenario explicitly describes coordinated use of varied media to create a single, customer-centered message and to move customers between channels. That is the essence of integrated marketing communications, so choice b accurately labels the strategy.

5) Why other options are incorrect
- a) Creative selling refers to inventive sales presentations or techniques, not broad cross-media coordination.
- c) Coordinational communications is not a standard marketing term and doesn’t capture the strategic integration IMC describes.
- d) Promotional selling focuses on short-term promotions to boost sales, not the holistic, consistent multi-channel strategy described.

6) Conclusion
These facts confirm the correct answer is b) integrated marketing communications, matching the provided answer.

类似问题

________ is a cross-functional process for planning, executing, and monitoring brand communications designed to profitably acquire, retain, and grow customers.

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Which term refers to the careful coordination of all promotional activities to produce a consistent, unified message that is customer focused?

A firm decides to coordinate the various promotional mix elements in order to provide its consumers with a clear and consistent message about its products. This firm is engaged in Blank ______.

Which of these examples shows a firm using an integrated marketing communications strategy?

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To coordinate the various promotional mix elements and provide customers with a clear and consistent message, firms use a(n) marketing communications strategy.

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