Transcript 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