Today consumers retrieve information in many different ways. They may listen to the radio while driving to and from work. They may watch local TV programming after dinner. And these days, many people are using the internet and sending emails all day at work and at home.
That is why it is essential for today's businesses to use the right blend of all of these mediums to strategically reach out to their core audience. An effective integrated marketing campaign utilizes both offline and online media to achieve market saturation.
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