1.0 Executive Summary In recent years, as new media have proliferated and the cost of competition has intensifies, sophisticated marketers have searched for new ways to get more bang from their marketing communications buck. The result has been a growing understanding on the part of corporate management that (1) the efficiencies of mass media advertising are not what they used to be; (2) consumers are more sophisticated, cynical and distrusting than ever before; (3) tremendous gaps exist between what …showed first 75 words of 3576 total…

…showed last 75 words of 3576 total…Things'", Advertising Age, December 2, 40 <Tab/>Shimp, T.A. (2003), Advertising, Promotion, & Supplemental Aspects of Integrated Marketing Communications, 6th Edition, South-Western, Ohio <Tab/>Shimp, T.A. (1997), Advertising, Promotion, & Supplemental Aspects of Integrated Marketing Communications, 4th Edition, The Dryden Press, Orlando <Tab/>Schultz, D.E. (1993) Integrated Marketing Communications: Maybe definition is in the point of view, Marketing News, 18 January