Behavior – The Entry Point for Adding IMC to your Communications Practice

Techniques You Can Apply Now to Learn More About Your Target Audience Behavior and Drive Better Campaign Results

This webinar is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Category: Communication Strategy

Learning and understanding your target audience’s behavior is the first step to incorporating integrated marketing communications (IMC) tactics into your daily communications practice. Knowing about behavior can help you make better decisions about the best channels and tactics to overcome bias, increase engagement and promote virality, and start you on a path to boost your results tremendously through the use of IMC.

In this session you will learn:

• An introduction to behavioral communications and its application. 
• Why demographics may no longer be important for communicators. 
• To introduce personas for communications campaigns. 
• Three simple ways to test audience behavior with IMC. 
• How to use behavioral knowledge to incorporate IMC into your daily practice.


Bonnie Harris, owner, Wax Marketing; adjunct professor, Reed College of Media, West Virginia University

Photo of Bonnie Harris

Harris is an integrated marketing communications expert who has designed and implemented IMC strategies for national brands and nonprofit organizations for the past twelve years. Prior to founding Wax Marketing, Inc., in 2002, she excelled in marketing and management roles at two publicly held technology corporations. Harris is also an adjunct professor in the Reed College of Media at West Virginia University, where she received her Master of Science in integrated marketing communications in 2007.



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