Rapp and Collins argue for the demise of functional specializations, e.g., advertising managers, sales promotion directors, public relations practitioners and the like, suggesting that a holistic approach to marketing communication development is superior. Suggest how you might convince the management of a functionally based organization to move to this holistic view of marketing communications management.

Rapp and Collins argue for a radically different measurement system for returns on marketing communication, that is, moving from the distribution of messages to the measurement of returns. Today, marketing metrics and measurement continue to plague the entire marketing communication industry. How can marketing communication managers refocus their measurement approaches, using the concepts and ideas presented by the two authors, i.e., holistic planning, communication synergy, pre-testing, re-thinking accountability, and measuring short and long term results?