Download 4210-01

ADVERTISING:
Integratating Marketing
Communications and Promotion
Integrated Marketing Communications
Personal
Selling
Packaging
Direct
Response
Advertising
Point of
Purchase
Interactive
Marketing
Sales
Promotion
Publicity
Public
Relations
Special
Events
Integrated Marketing Communications
“Coordinating the various
components of communications
so that all of the components
work together to achieve
common objectives.”
What are some Possible Outcomes?
• Product awareness
• Brand image (company image)
• Inquiry (store visit)
• Product trial (individual sale)
• Customer loyalty (repeat sale)
• Word-of-Mouth recommendation
• Stock sale prices
Advertising
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.”
Murad discovered in 1977 that nitroglycerin and similar substances releasenitric oxide,
which relaxes smooth muscle cells.
Public Relations Tools
News Publicity
Community
Activities
Special
Publications
Corporate
Advertising
Public Affairs
Activities
Cause-related
Marketing
Special Event
Sponsorship
Direct Marketing
Direct marketing strategies
– Direct mail
– Cataloging
– Telemarketing
– Direct response ads
– Internet sales
Direct Response Advertising
Packaging: More Than a Container
Sales Promotion
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
Personal selling