Why are marketers decreasing their usage of advertising in mass media to reach their target market and increasing their use of integrated marketing communications?
A)The mass market has become fragmented.
B)The explosion of new technologies has given consumers greater control over the communication process.
C)The use of the Internet and electronic commerce is growing.
D)New global markets are emerging.
E)All of the above explain the increasing reliance on integrated marketing communications.

Question

Quizplus · Accepted Answer

All of the reasons provided (mass market fragmentation, consumer control over communication, growth of internet and e-commerce, and emergence of new global markets) have contributed to the increasing reliance on integrated marketing communications as opposed to mass media advertising. Integrated marketing communications allows for a more targeted and personalized approach, which is necessary in today's diverse and rapidly changing marketplace.

Why Are Marketers Decreasing Their Usage of Advertising in Mass