Why Is the Concept of Integrated Marketing Communications (IMC)growing in Popularity

Why is the concept of integrated marketing communications (IMC) growing in popularity?

A) The proliferation of thousands of media choices beyond the traditional media has made promotion a complicated task.
B) The mass market has fragmented.
C) Critics of promotion have suggested that uncoordinated promotion is wasteful and inefficient.
D) Marketers have slashed their advertising spending in favor of promotional techniques that generate immediate sales responses and have more easily measured effects.
E) All of these statements help to explain why IMC is growing in popularity.