Founded in the United States in the 1960s by Rose and Reuben Mattus, today Haagen Dazs is sold around the world and is routinely named as one of the top ice cream brands.

In 2008, Haagen Dazs launched a new, limited-edition flavour called Honey Bee Vanilla in the United States. The flavour featured a package with an icon proclaiming "Haagen-Dazs Loves Honey Bees" surrounding an image of a black-and-yellow heart with bee wings. The campaign was estimated to have a $600,000 budget, which is very close to what Unilever-owned Ben and Jerry's spent on celebrating their 30th anniversary that same year.

The new flavour was launched with a microsite on the Haagen Dazs corporate website, with fanfare from multiple bloggers, and a print campaign that encouraged consumers to "plant this page, save a bee". All touchpoints featured a black and white striped design and the heart-bee icon.

A) Based on the information above, how did the marketing team at Haagen Dazs set the budget for their IMC strategy?

1. affordable
2. percentage of sales
3. competitive parity
4. objectivese and task

B) The 'plant this page, save a bee' component of their IMC is an example of _________.

1. an advertisement
2. personal selling
3. publicity
4. public relations