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