Building A Purchase Decision Matrix
An Essential Tool for Integrated Communications Planning
By Larry Percy

$199.00

Course Length: 1 hour, 45 minutes

Course overview:

In order to influence consumer purchase and usage decisions, it is first important to understand how those decision are made.

This course provides a model of consumer decision making that you can adapt to any product or service category to help identify the stages of the decision process for your brand and category. A second tool is provided to help identify the decision-making roles that people play in this process. Finally, a third tool identifies the communications tasks, targets, touch points and timing to influence those involved in the decision process.

This course is essential to integrated planning because a brand’s communications architecture can only be strategically integrated if the communications plan is based on the purchase decision process for the brand.

Technical Requirements: Computer audio and video (see Technical Support link for details)

About the Sage:

Currently a consultant in marketing and communications and Visiting Professor at a number of business schools, Larry Percy has spent 35 years in the marketplace and academic worlds.

Larry has worked for several leading worldwide marketing communications organizations and consults with many major corporations like Interbrew (in Belgium), healthcare providers as well as several Blue cross groups, and institutions such as the United Way and NASA. He has also taught at the University of Pittsburgh, Carnegie-Mellon University, and the Said Business School at Oxford in England. Currently, Larry has appointments as visiting professor at the Copenhagen Business School, Stockholm School of Economics and the Stockholm University Graduate Schools of Communications.

Larry is the author of Strategies for Implementing Integrated Marketing Communication, along with being the co-author or editor of eight other books on marketing strategy and advertising theory, including the leading textbook worldwide on advertising and promotion management used in graduate schools. Additionally, he has contributed over 85 published papers and journal articles in the field.