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The US Army Uses TV Advertising as

Part of Its IMC Program

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Data Based Marketing

Greater Agency Accountability

Performance Based Compensation

Widespread Internet Availability |

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Dell Focuses on Building a Relationship With Customers

And that’s exactly what you'll get

° , It’s just you ond us And we're

\ We didn t fully accountable

` wq n† a vendor We've got scoloble server and v4 , storage enterprise solutions for

x you with hordwore instollation,

one to one custom integration of software,

relationship some-day, four-hour service’

E-support and more Learn more

ot www dell com/services

At Dell, being direct isn’t o shortcut; it’s @ philosophy of creating value for every customer

To see the velye we can

create for your company, we'll have ø team of professionals come ond see you Or, give us o coll toll-free or visit our web site And let's start our relotionship

1-877-429-DELL www.dell.com

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¬ Intel’s Advertising Helos Build Brand Equity

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Coordinated Marketing Mix

Elements Build Image

Great Advertising Can Strike a Responsive Chord with Consumers

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

An Example of “B-to-B” Advertising

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Visit our wed site to learn the revit of our “secrets”!

Direct Mail

Direct Marketing

Catalogs |

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Direct Response

¬ Bose Uses Direct Response Advertising

Our reputation stands behind them

called 4 *.seenply amarieg .” Youl find some pretty amamng features too, hke dvs! alarms and vx AM and tix TM station presets

Bowe? ns the mont respected manne 19 wend,

a name backed by more than « }O year horory

of wdustry- heeding aaovanon And now you can enyoy Bowe sound qualcty in ovr complete tamaly of Acoust Waveguide” poodacts — the

Were cada, Weer radio’ CD, and the Acoustic Wave® met ryitem

Great sound Compact size

No compromise

Even if the only space you have available is

a bedude table, « kitchen commer, or 6 all corner of your office, you can endl ft extract tay sex ro your life Dye solupee os our patererd Acownn Wavequede ~ speaker techy pology Much os a Gate wrengthens 0 bresth of

xơ to 6Ú) sa re concert hall, the waveguide peodsces nich, roc filling sowed from a small ercimure And with oe credit cand word remotes

control, you can enjoy thee award winning

sound mght feo the palen of yous hand

The Wave radio

The Wave radio has revoownonued the rado sedestry With ies eparkding high ecers, fall bow, and remarkable clarity eves at low voi wenes, it) 0 wooder the critics at Radio Worl/

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Wave radio/CD

Wr reengecered cer Acowinc Wavegunde™ sọ make coon for a CD playee, while rmsintaming the Wave rodeo weal) damennom aed room fling soot The resalt 6 a compact, tablerop writ that brings oot the fell richoess of your CDs of music on the radio, And with the dual alarm featurr, two people can woke up at dd berert tomes to different tracks o0 the wame CD

The Acoustic Wave’ music systern

Why serie for an ordenary wero when you căn ergoy the eetracedensry wound of thes clerk

al! in-one music spstem? The Acoust Wave?

music eypvtes inchedes sa AM/FM radio, 2 CD player, and soemetheng che you won't fied m any other wterco — on capended vere of ow Acowwic Waveguede™ speaker erchootogy The result a cur test soerahng eeegyated sytem

On as Stereo Rewew tad when fire merodeced,

* ponuhly the beut-eepradeced snend many poopie have ewer heard” And the eomire sytem

in the sate of o briehcase

Call now and make six interest-free payments

Asdipon one in your home todas Call now

to karn about ces in home tral, 100% sassy faction guarencee, and caty paymest plan Let Bow pot a Weve rahe, Weve radio’ TD,

ot Acoust Wave® meik synem in froet of you And hear all that stands behind them

For FREE siuppug, Peer mts ee

Wee sóc ot Bee DS ket Pee ee ore

Informs Advertising or an Actual

Customers Medium Sales Vehicle

Customer cam 1 + Customer

Information y Support

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

American Airlines Encourages

Customers to Do It All Online

Bonus Packs Trade

shows Loyalty Programs

Coop Events Advertising

Get Existing Customers to Buy More

Introduce New Products

Feature Articles

Community Corporate Cause-related

DuPont Uses Advertising to Enhance Its Corporate Image

TO DO LIsT FOR THE PLANET®

21 MAKE HUMANS AS COMFORTABLE

IU THE ARCTIC AS EVERYONE ELSE

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| SO RESISTANT TO COCO*THE CET PEOPLE WORK

PLA AND RELAY Iie SUBZ-ERO TEMPERATURES

SAS USUAC NATURE DESERVES ALOT OF THE CREDIT-

OUR FIBER SYSTEM WAS IWSPIRe BY

Ar POLAR BEAR FUR.)

Integrated Marketing Communications Planning Model

Review of Marketing Plan

Advertisin Sales PR/ Personal Direct Internet/

J) | Promotion Publicity Selling Marketing | |Interactive

li ales ersona Irecli nternet

an Promotion Publicity Selling Marketing | |Interactive

Objectives | | Objectives| | Objectives| | Objectives| | Objectives| | Objectives

Message sales PR/ Personal Direct Internet/

Promotion Publicity selling Marketing | |Interactive

Strategy Strategy Strategy Strategy Strategy Strategy