Integrated Communications and Practitioners' Perceived Needs

Rose, Patricia B.; Miller, Debra A.
April 1993
Journalism Educator;Spring93, Vol. 48 Issue 1, p20
Academic Journal
Discusses the perceived educational needs of public relations practitioners and advertising professionals in the field of integrated marketing communications. Preference of advertising professional for an integrated communication; Approach of clients to corporate communication planning; Similarity of the role of advertising and public relations practitioners in smaller markets.


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