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Chapter 11

Advertising, Integrated Marketing Communications,

and the Changing Media Landscape

Communication helps businesses grow and prosper, creates relationships, strengthens the
effectiveness of organizations, and allows people to learn about one another. Technology such as the
Internet and cell phones affects the way we communicate and is changing the type of messaging
strategy organizations use.

Do you feel lost without your cell phone? Are you more likely to respond to text messages than phone
calls? Do you use the print publications (magazines, newspapers, references) at the library or do you
find all your references online? Do your grandparents prefer different methods of communication?
Think about how you get information and then think about how organizations can communicate with