ADVERTISING:

Promotion and Marketing

Communications

Publicity

Personal Selling

Point ofPurchase

InteractiveMarketing

PublicRelations

SpecialEvents

SalesPromotion

DirectResponse

Advertising

Integrated Marketing Communications

Packaging

New Story: Integration

© 2005 McGraw-Hill Ryerson Limited

The Future Of Marketing: Ads Get Physical, Digital

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

Corporate AdvertisingCorporate

Advertising Cause-related

MarketingCause-related

Marketing

PublicityVehicles

CommunityActivities

Public AffairsActivities

SpecialPublications

Special EventSponsorship

PublicityVehicles

CommunityActivities

Public AffairsActivities

SpecialPublications

Public RelationsOctober 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 ADVERTISING PUBLICITYControl Great LittleCredibility Lower HigherReach Achievable UndeterminedFrequency Schedulable LowCost Specific UnspecifiedFlexibility High LowTiming 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 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. 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 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. can help you treat your ED, whether it be occasional or more frequent. Get information on how to: Get information on how to:

So says Kim Gille, our Workflow Coordinator. She's been testing these 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. 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. "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 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." 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. Yes, it's true that Lands' End pays Kim. But not to praise our shoes.

The happiest shoe surprise I’ve had in years!The happiest shoe surprise I’ve had in years!

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

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