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


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.



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