Marketers to emit conflicting messages that will

Marketers have faced some
difficulties with the transition from mass marketing to target marketing, and
the parallel use of a vaster, wealthier mix of promotion tools and
communication channels. It has come to their attention that consumers and
clients don’t differentiate between the message sources. A single message about
the establishment encompasses several different promotional approaches and
messages; if these ideas and communication channels clash they tend to emit
conflicting messages that will lead to a confused company image and brand
position. (Kotler and Armstrong, 2006, p.428-430)