Is Integrated Marketing More Efficient than more Traditional Advertising?

As you may or may not know, integrated marketing differs from traditional advertising and promotion in several ways. In recent years, more and more corporations have been ditching traditional views of mass marketing for an integrated marketing approach.
Why are companies more keen to integrated marketing over traditional advertising?
Integrated marketing communications uses various channels of communications for marketing. In the past, television had occupied many peoples times creating a direct way for companies to advertise but now in the more recent technologic age it is not as efficient of a marketing technique. Various IMC tools such as billboards, stadiums and transit advertisements can be used in big cities in order to reach larger markets.  Using these IMC tools favorable outcomes will come out of using these procedures rather than marketing only though one medium. Traditional advertising only uses advertising messages where the concept includes both online and offline marketing mediums.

In contrast, using the ideals of  IMC companies have the ability to use different media source to market their products, attracting consumers from various media outlets. Furthermore, the IMC uses business strategies to ultimately develop and recognize relevant target audiences promoting the company.  
Marketers choose IMC methods over traditional advertising and promotion because intergraded marketing involves targeting the customers that will be the most interested in the product they are marketing. Also, the public responds better to two-way interaction, allowing the message to become more focused. This way is more innovative, and profitable than marketing to the masses that have little interest in your product.