Integrated Marketing Communications for Australian Medical Association

RUNNING HEAD: Integrated Marketing Communications
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Australian Medical Association
Integrated Marketing Communications

Integrated Marketing Communications 1
Executive Summary
The purpose of this report is to discuss the integrated marketing communication program of
the Australian Medical Association. It identifies the communication strategy mix and media
mix. It also comprises the implementation of the creative approaches such as advertisement
on the social media such as Facebook. The report also includes the budget of the integrated
marketing communication program. The evaluation metrics measures the success of the
campaign.
It can be concluded from the report that the budget decided by the association is not only
going to help in increasing ales but maximizing profits as well.

Integrated Marketing Communications 2
Contents
Executive Summary...............................................................................................................................1
Introduction...........................................................................................................................................3
Communication strategy mix.................................................................................................................3
Media mix.............................................................................................................................................5
Implementation of creative approaches.................................................................................................6
Basic budget concepts...........................................................................................................................8
Evaluation metrics.................................................................................................................................9
Conclusion and Recommendations......................................................................................................10
References...........................................................................................................................................11

Integrated Marketing Communications 3
Introduction
The integrated marketing communication (IMC) makes sure that all the forms of
communications and messages are associated with each other. It incorporates all the
promotional tools in order to work in coordination. IMC blends various promotional tools and
communications to maximize profits. The IMC is helpful in increasing profits through
increased efficiency.
The Australian Medical Association is a specialized association for the Australian doctors
and medical students. It’s headquarter is located in Barton. The association has various
representatives and scientific committees. Its aim is to develop and promote alternative
policies to the government policies by leading health policy debate. The association reacts to
the issues in the health discussion by a wide range of proficient resources and guiding
research on the health issues. The AMA works with the government to continue and increase
world-class medical care to all the Australians. It tracks and reports government performance
on the health and challenges the government procedures which can harm the attentiveness of
patients. It conducts research and provides proficient advice on the health issues. This report
develops the IMC program to achieve the objective and the creative strategies. The IMC
program includes the communication strategy mix, media mix and the implementation of
creative approaches. The report also covers the basic budget concept and the evaluation
metrics.
Communication strategy mix
The communication strategy mix is the specific method which is used to promote the
company to target customers. It is the precise mix of advertising, sales promotion, personal
selling, direct marketing and public relations used by the company to pursue its objectives of
advertising and the marketing.
Advertising: It is the most prominent source of the communication mix. The advertising and
the marketing often misinterpreted as the same thing. The advertisement comprises messages
that a company wants to convey to reach a targeted audience (Porcu, Del Barrio-Garcia &
Kitchen, 2017). The advertisement covers the majority of paid messages so the company
allocates a significant amount of budget for the promotion function. While it can be
expensive, AMC has vital control over the messages delivered. The company can pay to the