You are applying for a graduate marketing role through a recruitment agency for a major clothing company. Part of the graduate screening process requires them to determine whether or not you understand how using influencers can help their marketing efforts.

Show that you have an understanding of the topic area by:

1. Providing key definitions and concepts.
2. Drawing the key models relevant for the topic.
3. Identifying real examples of how companies are using IMC to reach different generational groups.
4. They want your opinion on whether or not traditional integrated marketing IMC is on the decline and no longer as relevant for marketers with the rise of digital marketing