Read the case study “National Canine Weight Check – Integrated.” (See attached)
In a 2- to 3-page written document, review the importance of integrated marketing communications in the case. Be sure to answer the following questions:
Why does this situation require integrated marketing as opposed to just public relations plans? Be sure your response indicates your understanding of integrated marketing concepts.
What were the strengths and weaknesses of each step in the ROPE process?
Defend whether you believe National Canine Weight Check could have been successful using only public relations. Why or why not?
