Merging Advertising and PR: Integrated Marketing Communications
Identifies and compares the perceived educational needs of advertising and public relations practitioners. Explores differences between practitioners in small versus large markets, and assesses practitioners' beliefs about integrated marketing communications (the merger of advertising and publi...
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Veröffentlicht in: | The Journalism educator 1994-06, Vol.49 (2), p.52-63 |
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Hauptverfasser: | , |
Format: | Artikel |
Sprache: | eng |
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Online-Zugang: | Volltext |
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Zusammenfassung: | Identifies and compares the perceived educational needs of advertising and public relations practitioners. Explores differences between practitioners in small versus large markets, and assesses practitioners' beliefs about integrated marketing communications (the merger of advertising and public relations under a single organizational unit). (SR) |
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ISSN: | 0022-5517 |
DOI: | 10.1177/107769589404900208 |