November 13, 2009
1:00 p.m. EDT

Everything has changed….except how marketers try to measure and gage the effect and impact of marketing communication programs.  Traditional methods don’t work in a dramatically different marketplace….different customers, different needs, different communication tools and methodologies, different time frames and on and on.

In this session, Don and Heidi Schultz will present a new set of concepts and approaches to marketing communication budgeting and allocation where a combination of online and offline communication forms are key.  Using that model, they will illustrate how marcom resources can be allocated to achieve optimal returns.  In short: initial resource allocation is the key to ROI, not more sophisticated measurement systems. 

About the Presenters

 Dr. Don E. Schultz is Professor Emeritus-in-Service in the Integrated Marketing Communications Department at Northwestern University. He was the lead author of the landmark IMC text, Integrated Marketing Communications, Putting It Together and Making It Work. His text Measuring Brand Communications ROI was published by the Association of National Advertisers in 1997. Communication Globally: An Integrated Marketing Approach was released in April 2000. Raising the Corporate Umbrella is the latest word on corporate communication planning and measurement (2001).

Heidi F. Schultz is Executive Vice President of Agora, Inc., a marketing and branding consulting firm based in Evanston, Illinois. She is also a lecturer in Northwestern University’s Department of Integrated Marketing Communication where she teaches a graduate course in Building Brand Equity. She has over two decades experience in media management, direct marketing, market research, and strategic planning. She has worked with clients in the areas of publishing, tourism, hospitality, restaurant, retail, industrial products, technology and financial services, and specializes in the strategic marketing communication planning, branding, and the application of database information to integrated marketing communications programs.

Schultz is a frequent speaker on integrated marketing and brand communication and conducts training sessions for corporations, marketing service providers, and media organizations. She is the co-author, along with her husband Don Schultz, of several articles and columns on IMC, brands and branding. In 2003 the couple completed two books, “IMC: The Next Generation” published by McGraw-Hill, and “Brand Babble: Sense and Nonsense About Brands and Branding.” published by South-Western/Thomson Publishing.

Cost and Registration

This webinar is complimentary but you do need to register.

REGISTER

For More Information

Contact Paula Dorminy or Gary Holler
814-863-2782
isbm@psu.edu