Integrated Marketing Communication Seminar Outline

9.30    Introduction

10.00    Overview of IMC

  • What is IMC
  • Relative strengths of advertising vs. promotion
  • Strategic planning process

11.00    Behavioral Sequence Model (BSM)

  • Group development of BSM

11.45    Positioning Strategy

  • Discussion of models
  • Group Positioning Exercise

12.30    Lunch

1.30    Communication Strategy

  • The Rossiter Percy Grid
  • Web ad schema
  • Group Discussion of Adverts

3.15    Break

3.30    Insuring Consistency

4.00    Integrating Media Strategy

  • Matching communication objective to media
  • Selecting advertising and promotion media

4.30    IMC Task Grid

  • Group Development of Task Grid

5.00    Problems in Implementing IMC

5.30    Conclusion


Dr. Larry Percy
89 Fox Chase Court
Hendersonville, NC 28792
Tel: 828.685.2947
Fax: 828.685.9721
Email: larrypercy@larrypercy.com