The document provides an overview of principles and best practices for integrated marketing and advertising. It discusses positioning a brand to occupy a desired space in the minds of stakeholders. Case studies are presented on how Seton Hall University, the Chicago Historical Society, and Rush-Presbyterian-St. Luke's Medical Center developed integrated marketing programs to address challenges and strengthen their positioning.

1. ________________________________________ How to Advertise for Results

3. Principles of Integrated Marketing

4. “ The key to successful marketing is determining the needs and wants of target customers and delivering the desired products more effectively and efficiently than competitors. Integrated marketing occurs when all of an organization’s departments work together to serve the customer’s interests.” Philip Kotler on marketing

5. “ The key to successful marketing is determining the needs and wants of target constituents and delivering the desired services more effectively and efficiently than competitors . Integrated marketing occurs when all of an organization’s departments work together to serve the constituent’s interests.” Philip Kotler on marketing

10. Integrated marketing

11. “ Faced with the choice between changing one’s mind and proving that there is no need to do so, almost everyone gets busy on the proof.” John Kenneth Galbraith on change

12. Positioning: Where It Starts

17. Advertising: View from the Masters

30. Image Ad Case Study Seton Hall University

39. Service/Product Ad Case Study Chicago Historical Society

47. Image/Product Ad Rush-Presbyterian- St. Luke’s Medical Center