IMC-Notes

Flu Shot Effort Wins Sir Walter Raleigh Award

Tue, 04 Jul 2006 11:58:43 -0500

I received an award from the Raleigh Public Relations Society for my work on raising awareness of flut shot distribution problems.

Web Listed as No. 1 Media

Wed, 07 Jun 2006 17:41:44 -0500

What's the surprise here?

Sales Promotion Considerations

Mon, 27 Mar 2006 22:05:49 -0500

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.

Does Nike Fit? Some Women Say No

Sat, 11 Feb 2006 11:28:37 -0500

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.

Problems with Customer Value Formulas

Thu, 02 Feb 2006 20:52:41 -0500

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.

Corporate Impediments To IMC

Sat, 28 Jan 2006 11:56:25 -0500

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.

Guiding Principles of Marcom Integration

Sat, 21 Jan 2006 12:01:31 -0500

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.

Comparing IMC to The Traditional 4Ps

Wed, 18 Jan 2006 09:10:35 -0500

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.

IMC: Are Agencies Threatened By It

Wed, 11 Jan 2006 21:37:13 -0500

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.

Measurement and Metrics in IMC

Fri, 23 Dec 2005 10:08:37 -0500

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.

Networked Messaging Through Weblogs

Tue, 06 Dec 2005 15:28:46 -0500

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.

Who are Apple's New Customers?

Wed, 09 Nov 2005 20:26:57 -0500

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

Advocacy Through Public Relations

Fri, 28 Oct 2005 15:22:23 -0500

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.

New Media and Marketing Communications

Wed, 22 Jun 2005 15:06:48 -0500

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.

Pop-ups: More Harm Than Good

Sun, 29 May 2005 15:34:27 -0500

A short paper about a few brands that utilize pop-up banner advertising online and why I think it sucks.