In what ways is the advertising media planning role changing under media convergence? Is there still a role for human judgement in media planning for advertising?

Advertising and promotion in brand marketing

In what ways is the advertising media planning role changing under media convergence? Is there still a role for human judgement in media planning for advertising? Use the POSE model to frame your discussion.

‘Integrated Marketing Communications is no longer a relevant subject in advertising, because all advertising campaigns must be integrated in the digital era.’

Critically discuss this statement bearing in mind the goals and purpose of IMC in advertising campaign planning.