The development of customer insights and a focus on what the customer wants and needs is very important to create a good IMC, but even once customer needs are completely understood an ad agency will still be charged with the duty of coming up with the right ways to reach out to those customers (Eskilson, 2007). It is only then that a company can begin to grow and expand through what it offers to customers and how customers react to the offerings. Word of mouth advertising will help, but only to an extent. It is more important to ensure that solid advertising is being done through channels to which desired customers and target markets...

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