All of the following are trends impacting the use of integrated advertising and marketing communications except:

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The other three options (development of information technology, changes in channel power, and increase in competition) are all trends that are impacting the use of integrated advertising and marketing communications. However, an increase in perception of brand equity is not a trend that directly impacts the use of integrated advertising and marketing communications. While brand equity is an important consideration for marketers, it is not necessarily a trend in the same way that technology, channel power, and competition are.

All of the Following Are Trends Impacting the Use of Integrated