CL Inc, a New Firm, Used Mass Media to Gain Traction

Multiple Choice

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) bait-and-switch marketing.
B) sales promotion activities.
C) integrated marketing communications.
D) double loop marketing.
E) segmented marketing communications.