Which of the following is NOT a factor in the changes occurring in today's marketing communications?
a. Mass markets have fragmented, and marketers are shifting away from mass marketing.
b. Improvements in communication technologies are changing how companies and customers communicate with each other.
c. Companies routinely invest millions of dollars in the mass media.
d. Mass media no longer capture the majority of promotional budgets.
e. Today's consumers are better informed about products and services.
Answer: Mass media no longer capture the majority of promotional budgets.