Strategic Marketing Communication----IMC program

1.0 Executive Summary In recent years, as new media have proliferated and the cost of competition has intensifies, sophisticated marketers have searched for new ways to get more bang from their marketing communications buck. The result has been a growing understanding on the part of corporate management that (1) the efficiencies of mass media advertising are not what they used to be; (2) consumers are more sophisticated, cynical and distrusting than ever before; (3) tremendous gaps exist between what …

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