Nike and Many Other Marketers Are Finding That as the Media

Nike and many other marketers are finding that as the media landscape becomes more fragmented and the number of integrated marketing communication options increases:

A) traditional advertising outlets are becoming more important
B) public relations is being replaced with infomercials
C) it is becoming more difficult to reach consumers
D) advertising agencies are colluding to prevent the loss of key clients
E) Internet-based sponsorships are offsetting media fragmentation See opening vignette.