Question #2 Question:
The chapter discusses the lack of coordination that often exists between marketing and public relations departments. Discuss some if the reasons this might occur. What can be done to reduce this conflict to achieve greater coordination?
Question # 7 Question:
The chapter discusses the increasing use of advocacy advertising and issue advertising. Explain what these advertising forms are, and why there has been such an increase in their use by profit and nonprofit organizations.
Question #6 Question:
Describe what is meant by Relationship Marketing. Explain the reasons why it is so important for companies to engage in this practice.
Question #2 Answer:
Some reasons that a lack of coordination that often exists between marketing and public relation departments are because either can be the dominant function, they have a lot of overlapping roles and they may have different agenda because they are separate entities.
Question # 7 Answer:
Advocacy Advertising is concerned with propagating ideas and elucidating controversial social issues of public importance in a manner that supports the interests of the sponsor. While Issue Advertising may have no affiliation with a corporate or trade sponsor, they may be sponsored by an organization to bring attention to what they consider to be an important issue. There has been an increase in their use by profit and nonprofit organizations because these organization want to show their customers that they enjoying giving back to their communities and associating themselves with these issues and organizations are a way to do that.
Question #6 Answer:
Relationship Marketing is described as “an organization’s effort to develop a longterm, cost-effective link with individual customers for mutual benefit.” The reasons why it is so important for companies to engage in this practice are developing trust between the company and customer, using the consumers information to estimate profitability at the account level, and developing non traditional strategies to reach similar demographics.