We do, however, need to acknowledge that marketing communications is, indeed, experiencing integration due to trends that we have already outlined. Perhaps this is one of the areas, particularly in...

We do, however, need to acknowledge that marketing communications is, indeed, experiencing integration due to trends that we have already outlined. Perhaps this is one of the areas, particularly in developing markets, in which the integration of public relations and advertising in the marketing communications area already exists due to limited financial means, and we will see continuing integration in the future because of these industries’ competition for a smaller financial pie.