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

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The other three options are trends that are impacting the use of integrated advertising and marketing communications. Advances in information technology have made it easier to connect with customers through various channels. Changes in channel power refer to the shift in influence from traditional media channels to social media, search engines, and other digital platforms. Increase in global competition highlights the need for companies to differentiate themselves in the market and effectively communicate their unique value proposition to customers. Increases in perceptions of brand equity may be a factor that affects the overall success of an integrated marketing campaign, but it is not a trend that is directly impacting its use.

All of the Following Are Trends Impacting the Use of Integrated