Answer:
Integrated marketing communication.
Step-by-step explanation:
Integrated Marketing Communication (IMC) is a process through which organizations create seamless branding and coordination of their marketing and communication objectives with its business goals and target audience or consumers. The communication tools used in IMC are both digital and traditional media such as billboards, search engine optimization, magazines, television, blog, radio, webinars etc.
The receiver is any individual who is able to read, hear or see and process the message being sent or communicated in the IMC communication process. Any interference the IMC communication process is known as noise.
An organization can analyze and measure the effectiveness of the IMC communication process by considering market share, sales, and customer loyalty.
In this scenario, 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 integrated marketing communication.