July 04, 2006
Flu Shot Effort Wins Sir Walter Raleigh Award
I received an award from the Raleigh Public Relations Society for my work on raising awareness of flut shot distribution problems.
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Posted by pgraber at 11:58 AM
June 07, 2006
Web Listed as No. 1 Media
What's the surprise here?
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Posted by pgraber at 05:41 PM
March 27, 2006
Sales Promotion Considerations
In considering the effectiveness of sales promotion programs, a marketing manager should consider several conditions within the market. Some conditions may work against the ultimate goals of the brand and may adversely affect overall brand loyalty. However, the marketing manager can do several things to minimize their impacts.
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Posted by pgraber at 10:05 PM
February 11, 2006
Does Nike Fit? Some Women Say No
I conducted a short series of interviews with everyday conusumers about the venerable Nike brand. What I learned was that a lot of women say Nike's are made for narrrow feet. The following highlights some other valuable information I gathered and outlines a basic marcom strategy consistient with it.
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Posted by pgraber at 11:28 AM
February 02, 2006
Problems with Customer Value Formulas
Increasingly, marketers are relying on databases, histories, internal and external data, and information from a variety of sources in an effort to improve their marketing communications effectiveness. On such method being used is that of customer valuation formulas, which work to measure a consumer’s worth to an organization.
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Posted by pgraber at 08:52 PM
January 28, 2006
Corporate Impediments To IMC
Integrated marketing communications (IMC) represents a relatively new and paradigm-shifting approach organizations use to market, sell and distribute their products and services. This discussion will present several hypotheses as to why IMC adoption has been slow to take hold and some of the practical problems inherent in its approach.
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Posted by pgraber at 11:56 AM
January 21, 2006
Guiding Principles of Marcom Integration
Since IMC can be considered quite nebulous by the unitiated, or even thought of as purely tactical by managerial types, a set of guiding principals can serve as eye openers as to what the process in all about.
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Posted by pgraber at 12:01 PM
January 18, 2006
Comparing IMC to The Traditional 4Ps
Traditional marketing theory and execution relies on the simplicity of the 4Ps: Price, Product, Promotion, & Place (Distribution). But as consumers change their buying and decision making habits, this theory has come under strain.
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Posted by pgraber at 09:10 AM
January 11, 2006
IMC: Are Agencies Threatened By It
Since its beginnings in the late 1980s, IMC has been looked upon by traditional agencies as a threat. When effectively done, IMC moves most of the strategic marketing communications upstream and into the organization. Many agencies have struggled with this.
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Posted by pgraber at 09:37 PM
December 23, 2005
Measurement and Metrics in IMC
Determining and quantifying the overall value - pinning ROI on IMC - is a key topic in marketing communication today. Results need to be quantified. Doing this is a challenge.
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Posted by pgraber at 10:08 AM
December 06, 2005
Networked Messaging Through Weblogs
The weblog is a tool that's being utlized by the masses. You are currently experiencing one right now. Increasingly organizations are relying on them to build credibility, enhance relationships, heighten online visibility and even foster new ideas and collaboration.
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Posted by pgraber at 03:28 PM
November 09, 2005
Who are Apple's New Customers?
I completed this analysis in autumn of 2004 in seeking to understand Apple's new customers better. Because of the iPod, the customer base has changed dramatically. Understanding them a bit better can help the company's marketing and communications efforts. All content © Peter T. Graber, 2004
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Posted by pgraber at 08:26 PM
October 28, 2005
Advocacy Through Public Relations
A simple press release I wrote - combined with the right language and excellent timing - helped raise national awareness of a primary care issue. Critical lessons were learning along the way.
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Posted by pgraber at 03:22 PM
June 22, 2005
New Media and Marketing Communications
During early Summer of 2005, I completed a short study of the effect of new media on integrated marketing communications. The project consisted of a small journal that was developed over the course of ten weeks.
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Posted by pgraber at 03:06 PM
May 29, 2005
Pop-ups: More Harm Than Good
A short paper about a few brands that utilize pop-up banner advertising online and why I think it sucks.
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Posted by pgraber at 03:34 PM
May 28, 2005
My Ideas for Southwest Radio & TV
Southwest has always been known for extremely down to earth and creative television spots. 'You're now free to move about the country' made them famous. 'Wanna get Away' was also fantastic. I had to create a couple of concepts for my class at West Virginia University.
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Posted by pgraber at 03:03 PM
May 22, 2005
Advertising to Children - Right or Wrong?
I wrote a brief paper about the issue of using animated spokes-characters in advertising. I referenced several discussions on the matter, including Using Animated Spokes-Characters in Advertising to Young Children (Neeley, Schumann)
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Posted by pgraber at 03:12 PM
May 21, 2005
Southwest Print Ad Concepts
For class I was charged with coming up with a couple of advertisments (fictional, of course) for Southwest's campaign. I was speaking to business travelers and sports enthusiasts.
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Posted by pgraber at 02:52 PM