Why Are Marketers Decreasing Their Usage of Advertising in Mass

Multiple Choice

Why are marketers decreasing their usage of advertising in mass media to reach their target market and increasing their use of integrated marketing communications?

A) The mass market has become fragmented.
B) The explosion of new technologies has given consumers greater control over the communication process.
C) The use of the Internet and electronic commerce is growing.
D) New global markets are emerging.
E) All of the above explain the increasing reliance on integrated marketing communications.