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