Which of the following is a reason for the increasing popularity of the integrated marketing communications concept?
A)More selectively segmented markets have replaced the traditional broad market groups that marketers promoted to in years past.
B)Marketers have discontinued the use of online advertising because of its lack of measurability.
C)The proliferation of thousands of media choices beyond traditional television has made promotion easier.
D)Marketers have increased their advertisement spending for promotional techniques that generate gradual sales responses.

Question

Quizplus · Accepted Answer

The increasing popularity of the integrated marketing communications concept can be attributed to the fact that marketers now have to target more selectively segmented markets rather than relying on mass marketing techniques. Integrated marketing communications allows marketers to reach these smaller markets more effectively by combining multiple promotional tools and channels into a cohesive strategy.

Which of the Following Is a Reason for the Increasing