Designing and Managing Integrated Marketing Communications

Feb 3rd, 2012
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Designing and Managing Integrated Marketing Communications 1-What are the major steps in developing effective marketing communications? 2-What steps are involved in developing an advertising program? 3-What explains the growing use of sales promotion and how are sale promotion decisions made? 4- How can companies exploit the marketing potential of public relations and publicity ? 1 – Modern Marketing deals nowadays not only with developing a good product , pricing it and making it accessible . This is where communication enters . The marketing communication mix consists in advertising sales promotion , public relations and publicity , personal selling and direct marketing . Keeping in mind that the key is to know “what to say “ , “to whom” , and “how often” . There is then an interactive dialogue between the company and its consumers that is proceeded during the preselling ,selling , consuming and post consuming stages . With the help of newer technologies such as the In

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Overview Established over a century ago, Walgreens has since grown into a national corporation with over 5,000 stores (Walgreens Corporation, 2006d). America's top selling drugstore, ahead of competitors CVS and Rite Aid, Walgreens serves 4 million customers daily and fills 490 million prescriptions every year (Walgreens Corporation, 2006a). Priding itself on innovation and technology, Walgreens was the first drug store chain to use child resistant prescription containers and the first drugstore chain to use satellite technology to connect its pharmacy systems (Walgreens Corporation, 2006b). Walgreens first began in Chicago in 1901 when pharmacist Charles R. Walgreen purchased a drugstore where he had once worked. A second store opened in 1909, and seven years later nine stores were incorporated to form Walgreens Corporation. Walgreens Co. became a public corporation in 1927, and by 1953 it was the country's leading self-service retailer (Walgreens Corporation, 2006b). Walgreens now operates in 47 states and Puerto Rico. The company has long been committed to customer convenience, and in doing so Walgreens offers items and services beyond those of a typical drugstore. These services include drive-thru pharmacies and one-hour photo services, and many stores are open 24 hours a day. Walgreens has traditionally followed an organic growth strategy in order to expand. More recently, however, it has grown through the acquisition of companies such as the northeast chain Happy Harr

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