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Advertising has evolved to become respectful, rather than patronizing; more informative than entertaining; and responsive, rather than formula-driven.

Marketers today know advertising is an investment, not an expense, because they are held accountable for specific results. Progressive businesses are replacing traditional, functional and media-specific approaches of old with Integrated Marketing Communications. Marketers have switched their focus from the product to the consumer and the consumers' perception of the product.

As businesses develop in the New Economy, they must be prepared for the future. Strategic planning based on Integrated Marketing Communications has never been more important.