Public Relations as Part of Integrated Communication of an Enterprise-Consumer Oriented On

Abstract

Purpose: This research aims to identify key factors that influence physicians' drug selection decisions as well as the main sources of information for physicians about new drugs and the most effective "reminder methods" used by pharmaceutical sales representatives. This study fills a gap within the existing literature by identifying the most important factors that affect physicians' drug selection decisions in Saudi Arabia Design/methodology/approach: A survey was conducted in the Western region of Saudi Arabia using a convenience sample. A total of 106 physicians who met with pharmaceutical sales representatives filled out a questionnaire identifying the factors that influenced their prescribing decisions, as well as determining their main sources of information about new drugs, and the most effective "reminder methods" used by pharmaceutical representatives. Data were analyzed using SPSS. Findings: The results indicate that pharmaceutical sales representatives are the most commonly mentioned main source of new drugs information. Moreover, the factors identified as most impacting physicians' drug selection decisions include in order, the patient's financial situation and prevailing hospital policies, followed by media advertising and frequent visits from pharmaceutical sales representatives. Finally, leaflets were identified as the most effective 'reminder method' used by pharmaceutical sales representatives. Originality/value: The study findings are relevant because they can help pharmaceutical sales representatives to focus their efforts on the most effective marketing methods to boost their sales revenue, increase their market share, reduce marketing expenses, and potentially pass on the savings to patients.

An Exploration of the Use of Marketing Public Relations at the Apartheid Museum in Johannesburg, South Africa

“…These findings show that the Museum uses publications adequately, as the majority of visitors agree that the publication tools are used adequately. This reiterates Ukaj's (2014) finding that product messages to the visitors should be harmonised, consistent and complimentary to one another without leaving any space for contradiction. In the light of this, the Apartheid Museum's various publication messages should be integrated and the messages must be consistent, truthful and centrally controlled in a manner that promotes the Museum offerings.…”

“…A study by Papasolomou et al (2014:7) found that well-executed strategic marketing public relations is a necessity to a product survival. A study by Ukaj (2014) showed that communication to consumers must be harmonised, consistent, and complementary to each other leaving no space for contradictions.…”

A Systematic Review of E-Cigarette Marketing Communication: Messages, Communication Channels, and Strategies

“…The design of the search strategy was based on a preliminary review of the relevant articles and consultation with marketing communication scholars. Each search string consisted of the following three parts: e-cigarette and its variations in terminology, communication channels, and marketing communication strategies ( Figure 1 ), which referred to Kotler and Keller’s marketing communication mix of strategies [ 25 ] and integrated other marketing strategy literature [ 26 , 27 , 28 ].…”

“…Marketing communication strategy was coded into the following five categories: advertising, public relations, sales promotion, personal selling, and direct marketing. These strategies were based on Kotler and Keller’s categorization and definitions of marketing communication strategies [ 25 ] and revised after integrating further literature [ 26 , 27 , 28 ] (see Appendix A for definition of the marketing communication strategies) [ 5 ]. Development of the coding guidelines for messages was based on previous literature on e-cigarette marketing messages and the extracted content regarding messages delivered in the marketing communication strategy.…”

Marketing Public Relations dalam Membangun Ekuitas Merek Sepeda Motor KTM Berbasis Pelanggan

“…Sebagai fungsi manajemen seorang petugas PR harus memiliki keahlian sebagai Creator, Conseptor, Mediator, Problem Solver (Poppy, 2014). Hasil penelitian yang dilakukan oleh Ukaj (2016) menunjukkan, PR memiliki identitas dan cara komunikasi yang spesifik dengan publik. Pelanggan setia perusahaan dan sebagian besar PR digunakan sebagai elemen komunikasi Integrated Marketing Communication (IMC) sebagai perpaduan antara pemasaran dan PR yang dikenal dengan MPR.…”