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Advertising:Importance of integrated marketing communication

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Why has integrated marketing communication become even more important in a period of media fragmentation?

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This solution discusses why integrated marketing communication has become even more important in a period of media fragmentation. It includes links and examples.

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Integrated marketing communication is even more important in a period of media fragmentation because consumers are being bombarded with all types of different messages and it is important for a company's message to be unified to solidify the effect. Coke does a great job of this: standard logo, colors, ...

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