British airways employed integrated marketing communications when it used product placement to make sure that viewers of the movie die another day knew that james bond flies first class on british airways. The airline ran advertising campaign based around the slogan, save your penny’s fly like bond referring to the secretary that bond flirts with in each film. British airways also paid for the rights to screen the film on its flights before the movie was available at video stores. Integrated marketing communications is the usage of marketing approaches to improve the communication of a reliable message of the company's products to stakeholders.
