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Shift in mass media marketing investments

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Has there been a shift from mass media marketing investments and if so why?

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Solution Summary

The solution discusses if there been a shift from mass media marketing investments and why.

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Globalization has changed the face marketing communication. It has changed the environment of marketing communication and marketer's approach towards reaching target customers. There are basically two major factors changing the approach of today's marketing communication.

These are:

1. Fragmented mass markets: Mass markets have fragmented due to which there has been change of marketer's shift from mass marketing. Marketers are developing focused marketing programs ...

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