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

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The increase in channel power by manufacturers is not a trend impacting the use of integrated advertising and marketing communications. The other options are trends that are impacting the use of integrated advertising and marketing communications. A trend of emphasis on customer engagement has emerged where companies are looking to engage and build relationships with their customers, rather than just promoting their products. There is increasing perception of brand parity, where consumers see little difference between brands, which has made it challenging for marketers to differentiate their product. The integration of media platforms is another significant trend that has impacted advertising and marketing communications.

All of the Following Are Trends Impacting the Use of Integrated