Market Forces Shaping the Future Media Mix
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6. The ultimate by-product of all these market forces is the continual fragmentation of audiences. It will be increasingly difficult to cost-effectively transmit marketing communications that reach a critical mass of target consumers.
Not only will marketers and media outlets refine their thinking about integrated communications programs, but they will also evaluate the individual components of 360-degree communications plans (the practice of using multiple media channels to surround target audiences with advertising message exposure opportunities) to ensure effectiveness and the accountable contribution of each.
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