Advertising and Integrated Marketing Communications
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Why do you think there is a decreasing emphasis on using advertising as a tool in Integrated Marketing Communications? How does a marketer determine the optimal mix of the Integrated Marketing Communications tools? Can you please provide examples of some differences between advertising and message strategies?
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Solution Summary
This solution discusses the role of advertising in integrated marketing communications.
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STEP 1
- There is a decreasing emphasis on using advertising as a tool in IMC because advertising is not directed to specific customers. IMC focuses on communicating with individually customers with custom made communication in the most cost effective manner. On another level advertising is not a cost effective ...
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