Reasons for the Growing Importance of IMC

Several shifts in the advertising and media industry have caused IMC to develop into a primary strategy for marketers:

1.From media advertising to multiple forms of communication.
2.From mass media to more specialized (niche) media, which are centered around specific target audiences.
3.From a manufacturer-dominated market to a retailer-dominated, consumer-controlled market.
4.From general-focus advertising and marketing to data-based marketing.
5.From low agency accountability to greater agency accountability, particularly in advertising.
6.From traditional compensation to performance-based compensation (increased sales or benefits to the company).
7.From limited Internet access to 24/7 Internet availability and access to goods and services.