You are applying for a graduate marketing role through a recruitment company for an unspecified client. As part of the interview process and screening process you have been asked to answer the following statement: 

           "Don't waste your time on traditional media, it is dead, you need to go fully digital."

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 dealing with this issue. 
4. In particular, 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.