All of the following are reasons why the concept of integrated marketing communications (IMC) is growing in popularity EXCEPT:
A. The proliferation of thousands of media choices beyond the traditional media has made promotion a complicated task.
B. The shift to more Internet-based information search by consumers.
C. Critics of promotion have suggested that uncoordinated promotion is wasteful and inefficient.
D. Marketers have slashed their advertising spending in favor of promotional techniques that generate immediate sales responses and have more easily measured effects.
E. The mass market has fragmented.
Answer: B
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