ADVERTISING:
Promotion and Marketing
Communications
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Advertising
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Marketing and Advertising
• What IS marketing?
• An exchange
• (provides what customers want)
• What can advertising do?
• Intended consequences
• Sell anything? NO
• Make people aware of products YES
• Unintended consequences
• Increased materialism? MAYBE
• Body image, anorexia? MAYBE
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The Marketing Plan
1. A detailed situation analysis
2. Specific marketing objectives
3. A marketing strategy and program
4. A program for implementing the
strategy
5. A process for monitoring and
evaluating performance
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Promotional Management
• Considerations for developing a
promotional mix include:
• Type of product
• Buyer’s decision process
• Stage of product life cycle
• Channels of distribution
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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
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Integrated Marketing
Communications
 Advertising
 Public Relations
 Personal Selling
 Sales Promotion
 Event Sponsorship
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Integrated Marketing
Communications
“Coordinating the various
components of communications
so that all of the components
work together to achieve
common objectives.”
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Advertising
Paid, sponsor-identified, nonpersonal
(media) communications.
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Banner Ads
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Corporate Advertising
• Paid Advertising but…
• Often takes an advocacy position
• e.g., Exxon
• Often represents a trade organization
• not a company
• Often claims to be helping the public
• e.g., Cause Related Marketing
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Public Relations
• Non-paid, unsponsored, nonpersonal
(media) communications.
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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.
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Public Relations
• Tools used:
• Press Releases
• Events
• Community activity participation
• Fund-raising
• Sponsorship
• Public affairs activities
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Advertising Versus Publicity
FACTOR
Control
Credibility
Reach
Frequency
Cost
Flexibility
Timing
July 17, 2016
ADVERTISING
Great
Lower
Achievable
Schedulable
Specific
High
Specifiable
Advertising
PUBLICITY
Little
Higher
Undetermined
Low
Unspecified
Low
Tentative
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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
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Direct Marketing
Part of the IMC program
• Typically has separate:
• Objectives, Budgets & Strategies
• Direct marketing strategies
• Direct mail
• Cataloging
• Telemarketing
• Direct response ads
• Internet sales
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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.
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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:
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