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 promotional mix so as to produce a consistent, unified, and customer-focused message. in other words, the brewery would need to use:

IMC is described as "a planning process meant to ensure that all brand contacts for a product, service, or organisation received by a consumer or prospect are relevant to that person and consistent across time" by the American Marketing Association.

Which four components make up integrated marketing communication?

IMC should be carefully designed and implemented in order to communicate with the target market in an efficient manner. Public relations, sales promotions, personal selling, and advertising are the four elements of the promotional mix that will be used in the execution.

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