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Introduction to the Open IMC Guide
List of Authors
1. Primary and Secondary Research
2. Pros and Cons of Research
3. Major Techniques for Primary Research
4. Primary Research Process for an NPO
5. Types of Secondary Research Data
6. Process of Conducting Secondary Research
7. Defining Strategic Insights
8. Transforming Research into Insights
9. Managing Insights
10. The Engagement Ladder Theory
11. Applying the Engagement Ladder Theory
12. Implementing the Engagement Ladder Snapshot
13. The Spectrum of Allies
14. Applying the Spectrum of Allies
15. Implementing the Spectrum of Allies
16. Audience Analysis
17. Audience Segmentation
18. Steps for Audience Segmentation
19. Applying Audience Segmenting to SDGs
20. Defining Personas
21. How-To Guide for Personas
22. Persona Examples
23. Creative Brief Development
24. Designing For Your Audience I
25. Designing For Your Audience II
26. Branding
27. Brand Vision
28. Brand Personality
29. Naming Exercise
30. Mark/Logo
31. Tagline
32. Colours
33. Typography
34. Supporting Brand Assets
35. Style Sheets & Branding Guidelines
36. Website
37. Social Platforms
38. Accessibility
39. Tips & Tools for Marketing
40. Advertising
41. Merch & SWAG
42. Objectives
43. Strategies & Tactics
44. Target Audience
45. Touchpoints
46. Timeline
47. Budget
48. Metrics
49. Summary
50. Defining In-house vs Outsourcing
51. Developing a Network of Outsourced Partners
52. Managing Outsourced Operations
53. Defining Content Calendar
54. Choosing the Best Content Calendar For Your Needs
55. Content Calendar Making Process
56. Summary
57. Case Study: The Surrey Breakfast Club
58. Campaign Development
59. Campaign Material
60. Campaign Delivery
Test Your Knowledge
Key Terms
Accessibility of this Textbook
IMC Guide in Action
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An Open Guide to Integrated Marketing Communications (IMC) Copyright © 2023 by Andrea Niosi and KPU Marketing 4201 Class of Summer 2020 is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.