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ADVERTISING: Promotion and Marketing Communications. Sales Promotion. Direct Response. Packaging. Media Adver- tising. Point of Purchase. Public Relations. Publicity. Interactive Marketing. Direct Marketing. Special Events. Integrated Marketing Communications.

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integrated marketing communications

Sales

Promotion

Direct

Response

Packaging

Media

Adver-

tising

Point of

Purchase

Public

Relations

Publicity

Interactive

Marketing

Direct

Marketing

Special

Events

Integrated Marketing Communications
integrated marketing communications3
Integrated Marketing Communications

“Coordinating the various components of communications so that all of the components work together to achieve common objectives.”

promotions management
Promotions Management
  • Considerations for developing a promotional mix include:
    • Type of product
    • Buyer’s decision process
    • Stage of product life cycle
    • Channels of distribution
potential outcomes
An inquiry (store visit)

Product trial (individual sale)

Adoption of the product (for population)

Brand image (company image)

Store patronage

Customer loyalty

Recommendation

Potential Outcomes
advertising
Advertising

Paid, sponsor-identified, nonpersonal (media) communications.

public relations
Public Relations
  • Non-paid, unsponsored, nonpersonal (media) communications.
public relations tools
Public Relations Tools

Publicity

Vehicles

Special

Publications

Publicity

Vehicles

Special

Publications

Community

Activities

Corporate Advertising

Cause-related Marketing

Community

Activities

Corporate Advertising

Cause-related Marketing

Public Affairs

Activities

Public Affairs

Activities

Special Event

Sponsorship

public relations13
Public Relations

October 12, 1998

STOCKHOLM, Sweden (CNN) -- Three U.S. scientists whose work going back decades led to the use of the wildly popular Viagra anti-impotence drug won a Nobel Prize on Monday. They discovered that the body uses nitric oxide to regulate blood vessels, a finding that helped in developing Viagra.

The discovery about nitric oxide -- a colorless gas long considered just an air pollutant -- also has applications for treating conditions ranging from heart disease to shock.

The winners. The $978,000 prize for the category "physiology and medicine" is awarded by Sweden's Karolinska Institute. This year's awards is divided equally among the three pharmacologists:

Robert Furchgott, 82, does his work at the State University of New York in Brooklyn. "I'm very pleased,“ he said at his Long Island home. "I truly wasn't sure I'd ever get an award like this. I wasn't sure that I deserved it."

Zouis Ignarro , 57, is a professor at the University of California-Los Angeles. His wife, Dr. Sharon Williams, said her husband is "thrilled" and "very surprised." Ignarro was traveling in Europe when he received the news.

Ferid Murad, 62, is a researcher at the University of Texas Medical School in Houston and formerly did work at the University of Virginia. Having worked independently of the other two winners, he called the announcement "a delightful surprise." ( 498 K/ 8 sec. AIFF or WAV sound)

Murad discovered in 1977 that nitroglycerin and similar substances releasenitric oxide, which relaxes smooth muscle cells.

The Associated Press and Reuters contributed to this report.

advertising versus publicity
Advertising Versus Publicity

FACTOR ADVERTISING PUBLICITY

Control Great Little

Credibility Lower Higher

Reach Achievable Undetermined

Frequency Schedulable Low

Cost Specific Unspecified

Flexibility High Low

Timing Specifiable Tentative

direct marketing
Direct marketing strategies

Direct mail

Cataloging

Telemarketing

Direct response ads

Internet sales

Direct Marketing
internet site
Internet Site

VIAGRA® (sildenafil citrate) is the #1 prescribed medicine for erectile dysfunction (ED) in the U.S. and has been used by nearly 10 million men. At this site—which has had 7,751,000 visits—you can learn how VIAGRA can help you treat your ED, whether it be occasional or more frequent. Get information on how to:

slide18

The happiest shoe surprise I’ve had in years!

They’re

r-e-a-l-l-y comfortable all day long and they’re amazingly versatile

So says Kim Gille, our Workflow Coordinator. She's been testing these Women's Athletic Slides on the job and elsewhere for a couple months now. "And the uppers are longer than on most slides, so they stay on your feet. Plus one other thing — you know how your feet change size over the course of a day? See these little elastic gores? Never too tight, never too loose."

Yes, it's true that Lands' End pays Kim. But not to praise our shoes.

sales promotion uses
Sales Promotion Uses
  • Introduce new products
  • Get existing customers to buy more
  • Attract new customers
  • Combat competition
  • Maintain sales in off season
  • Increase retail inventories
  • Tie in advertising & personal selling
  • Enhance personal selling efforts