CL Inc., a new firm, used mass media to gain traction among customers. The company used sales promotions and public relations to achieve the long-term targets and goals identified by the top management. It also opted for direct marketing on a project to project basis. The assimilation of these various promotional tools is commonly referred to as

a. mobile marketing
b. sales promotion activities
c. integrated marketing communications
d. omnichannel retailing

The correct answer is letter "C": integrated marketing communications.

Explanation:

Integrated Marketing Communications or IMC refers to the efforts companies make to link all their advertising channels and strategies so the firm's marketing purpose will be synchronized. IMC allows different departments within an organization to match the company's promotional objectives and eventually results in portraying customers a joined image of the products or services being offered.

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