As more companies adopt the integrated marketing communications approach to their advertising and promotions,

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The integrated marketing communications approach emphasizes the use of multiple promotional tools and channels, including personal selling, public relations, direct marketing, and digital media, in addition to mass media advertising. As companies shift their focus from traditional advertising to a more diverse mix of promotional tactics, they are also reevaluating their agency compensation models. In many cases, this means reducing the reliance on the traditional commission-based system that rewards agencies for buying media space and instead implementing performance-based compensation systems that tie agency pay to metrics such as sales growth, customer engagement, or brand awareness. This shift reflects the need for agencies to demonstrate their value in ways beyond media buying and to align their goals with those of their clients.

As More Companies Adopt the Integrated Marketing Communications Approach to Their