Principles of marketing/PMKT103/Leveraging promotion tools/Integrated comms

As the media landscape changes, marketers may change the type of promotions they use in order to reach their target markets.

With changing technology and social media, less money is being budgeted for traditional media like magazines and more money is budgeted for "new media." Regardless of the type of media used, marketers use integrated marketing communications to deliver one consistent message to buyers.