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