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

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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.

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