Modern marketplace

1. What are the major marketing communications tools used by Primark to publicize their offering?

2. Describe the concepts behind integrated marketing communications (IMC)

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3. Understand the market, industry and media drivers that have promoted IMC

1. What is the ‘mantra’ used to sum up the concept of a single communications strategy or plan?

2. In the modern marketplace, what has led organizations to move towards targeted communication as opposed to mass communication?

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