This article points out that consumers are being increasing overly exposed to advertising and the issues that are coming from this in terms of a marketing perspective. The article also mentions that integration is very important however it needs to be mixed consistently and communication is also vital when taking this approach. The article also made examples of Pepsi taking the integration at a great approach to regain their strength in the cola market as they had slumped down to 3rd place through to poor approaches in the past. Communication is the means of success as pointed out by the article and through good integration companies like Pepsi can recreate themselves and benefit from using this method to prosper.
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