As more companies adopt the integrated marketing communications approach to their advertising and promotions,
A. they are increasing their reliance on mass media advertising and paying full commissions to agencies.
B. they are reducing their reliance on mass media advertising and changing their agency compensation system.
C. they are likely to move totally to cost-plus compensation systems.
D. incentive systems are becoming less important in compensating agencies.
E. none of the above is occurring.
Answer: B
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