x
Info
x
Warning
x
Danger

Solution for Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition Chapter 17, Problem 1

by George E. Belch, Michael A. Belch
343 Solutions 22 Chapters 53907 Studied ISBN: 9780078028977 Art and Architechture 5 (1)

Chapter 17, Problem Additional_Discussion_Questions 1 : 11.The chapter discusses the lack of coordination that...

11.The chapter discusses the lack of coordination that often exists between marketing and public relations departments. Discuss some of the reasons this might occur. What can be done to reduce this conflict to achieve greater coordination? (LO1)

 

Step-By-Step Solution

11.

One of the difficulties in implementing an IMC program is the fact that many of the communications functions operate as silos rather than in an integrated manner. Perhaps the best example of this is the marketing-public relations divide.

Marketers are trained in business schools, PR people in Journalism and/or Communications schools. They do not always perceive the world the same. Not only that but they have been educated to do different jobs. PR people (rightfully) do not see their responsibilities as including marketing products.

A problem associated with MPR’s is that it dilutes the credibility of PR, or at least has the potential to do so. Therefore, many would argue that marketing and public relations should remain separate.

While there are good arguments on both sides, the bottom line is what is best for the organization or corporation. In a well functioning organization, PR needs to understand the role of marketing and vice versa. Both must recognize that working together is for the betterment of the organization. Thus by getting both parties to understand what the others do and why, many of the barriers to effective communications will be eliminated.

 

 

Unlimited Access Free
Signup & Access More than 10 Million+
  • Textbook Solutions
  • Flashcards
  • Homework Answers
  • Documents
All Chapters Solved

FAQ's

Is this a textbook?

We do not endorse or sell any Textbooks in this service. This is only a solution guide for the textbook shown. So, you will find all the answers to questions in the textbook, indexed for your ease of use. ExploreNow!

I am unable to find the book I need.

You can request for your textbook to be answered. While you may get the book resolved within 15-20 days’ subject to expert availability and can access it at no cost if you are premium member, We encourage you to use our Study Help service for the specific question or even a full chapter you currently, need within a 24-48-hour window.

My book is similar but not the same!

This may be due to different versions or editions of the same book. You can check the table of contents and match the questions in each chapter (As you can see, the questions are free to view for the entire book). You can subscribe if you decide the step-by-step solutions will be useful albeit the differences.

Not all questions are answered!

We try not to post guidebooks that are under progress. However, some guides are so high in demand that we have to post them as we work on them. If you find the notification stating, "An expert is currently solving this for you" in the answer section, you can contact customer support to know the status or even get an instant answer if you are a premium member.

The ISBN's are not matching!

Check if there are other ISBN's mentioned on the book cover page. If it still does not match, check the samples available to ensure you are on the right guide. 

Can I see some samples?

Every chapter in the book has the first three solutions displayed in full for free. Browse the chapters and questions to view the same. 

Is it possible to see a specific answer before I subscribe?

Contact customer support via Live Chat to request the same. They will assist you with the full answer if it is a simple question or a partial answer to assure you of the availability if it is a large solution.