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Why are companies such as Procter & Gamble moving away from the use of traditional mass-media advertising and looking for other contact points than can

Why are companies such as Procter & Gamble moving away from the use of traditional mass-media advertising and looking for other contact points than can be used to connect with consumers? How can various IMC tools be used by companies such as P&G to build and maintain relationships with their customers? (LO5)

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