ABSTRACT
The roots of advertising and public relations are intertwined both historically and in contemporary practice. In fact, with the rise of integrated marketing communication (IMC) that suggests campaigns and programs should be coordinated using a range of tools depending on the target audience and the campaign goals, linkages are even more apparent. Frequently, a campaign will use both PR and advertising techniques to accomplish goals. Technology and increased complexity add to the challenges firms and individuals face when establishing ethical guidelines and norms.
