ADVERTISING:
Promotion and Marketing
Communications
Integrated Marketing Communications
Personal
Selling
Packaging
Direct
Response
Advertising
Point of
Purchase
Interactive
Marketing
Sales
Promotion
Publicity
Public
Relations
Special
Events
New Story: Integration
The Future Of Marketing: Ads Get
Physical, Digital
© 2005 McGraw-Hill Ryerson Limited
Integrated Marketing Communications
“Coordinating the various
components of communications so
that all of the components work
together to achieve common
objectives.”
Potential Outcomes
• An inquiry (store visit)
• Product trial (individual sale)
• Brand image (company image)
• Customer loyalty
• Store patronage
• Word-of-Mouth Recommendation
• Stock purchase
Advertising
Paid, sponsor-identified,
nonpersonal (media)
communications.
Banner Ads
Public Relations
• Non-paid, unsponsored,
nonpersonal (media)
communications.
Public Relations Tools
Publicity
Vehicles
Community
Activities
Special
Publications
Corporate
Advertising
Public Affairs
Activities
Cause-related
Marketing
Special Event
Sponsorship
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.
Advertising Versus Publicity
FACTOR
Control
Credibility
Reach
Frequency
Cost
Flexibility
Timing
ADVERTISING PUBLICITY
Great
Little
Lower
Higher
Achievable Undetermined
Schedulable
Low
Specific
Unspecified
High
Low
Specifiable
Tentative
Direct Marketing
Direct marketing strategies
– Direct mail
– Cataloging
– Telemarketing
– Direct response ads
– Internet sales
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:
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.
Direct Response Advertising
Personal selling
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