Which of the following is a reason for the increasing popularity of the integrated marketing communications (IMC) concept?
a.
Proliferation of thousands of media choices beyond traditional television has made promotion easier.
b.
Marketers have increased their advertisement spending for promotional techniques that generate gradual sales responses.
c.
More selectively segmented markets have replaced the traditional broad market groups.
d.
Marketers have discontinued the use of online advertising due to its lack of measurability
Answer: c.
More selectively segmented markets have replaced the traditional broad market groups.