ABSTRACT
Integrated Marketing Communication (IMC) considers all sources of brand or company contacts that a customer or prospect has with the product or service as potential delivery channels for future messages. Marketing managers around the world were establishing several media campaigns with Facebook and Twitter, and showed content on numerous YouTube channels. With the increasing short-term focus on the bottom line, promotion-oriented marketing communication is playing an ever-larger role, and, along with the increasing growth in digital media, many companies are questioning the role of advertising. Within traditional advertising agencies, and with media planning and placement agencies that work with them, the growth of digital media has presented many challenges. Many have staff dedicated to simply keeping up with the changes. The chapter summarizes the potential barriers to effective IMC. Understanding consumer decision making helps alert the manager to subtle complexities that are more a function of how consumers make decisions than of actual market conditions
