This presentation discusses the objectives, target audience, communication and media mix, and message of the IMC campaign planned for the Australian Medical Association to stop advertising of junk food and impose tax on sugar.
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Australian Medical Association
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Introduction οThis pitch is for the IMC campaign that is planned for AMA (Australian Medical Association) οThis presentation encompasses the objectives of the plan and discusses the target audience of the plan along with the issues of the situation οFurthermore, it has the communication and the media mix planned for the association along with the message that the association wants to communicate
1. Situation Analysis around the IMC issue Issues around the objectives of the IMC The objectives of the Association is in two folds: οStop Advertising of junk food οImpose tax on sugar
1. Situation Analysis around the IMC issue οEconomic factors The fast food and junk food industry is significant in the Australian economy (approx $20bn) (Ibisworld.com.au, 2018) Similarly the confectionery industry that is based on sugar items have a revenue of US$5,746m (Statista.com, 2018) οSocial factor The choice of food is a part of the lifestyle that the person is accustomed with and is also a part of the culture that they are from, hence it is a challenge to change the perspective o people on such revolutionary grounds
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2. Target market of the IMC program οDemographic The target audience are people form 15-55, as the people from below that category are mostly dependent οGeographic The focus of the advertisemen t will be pan Australia as the campaign is to develop consciousnes s among the people of the country οBehavioral Towards people who have a casual approach towards consuming junk food and sugar
2. Target market of the IMC program Figure: Proportion of overweight and obese population among the adults according to the region Source: (Aihw.gov.au, 2018)
3. IMC Communication objectives οTo develop awareness regarding the ways Junk food and over consumption of sugar can cost a person οTo ensure that the campaign reaches out to the target market οTo develop a plan that has a clear message οTo launch the campaign at the right time οTo limit the plan within the budget that has been allocated οTo ensure that the content and the creative of the campaign are focused on the objective that has been set by the company οTo ensure that the medium that has been selected effectively reaches out to the people are the target market
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4. Creative Strategy Message that will be communicated βDonβt encourage junk food consumptionβ & βSpend less save more, loose sugar from the dietβ
5. Communication strategy Mix Adver tising Digital marketi ng Public relation s Direct marketi ng Sales promoti onTools of Comm unicati on
6. Media Mix Telev ision Social media Print Digit al Radi oMedium of communicatio n
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7. Basic budget concepts Mediumof communicatio n Cost (AUD) estimatedTime period Television$123,000(4ofthirty sec) Three months Radio$500to$5,000per week Two months Digital$15000Four months Print$2000-$5000forΒΌ page ad 12 times in a period of three months
8. Evaluation metrics
Conclusion οIt can be concluded that the objective of the association is revolutionary and the association has resource to comply with the plan that has been designed οIt is recommended that the Association build a legal and statutory back up to deal with the issues that has been indicated. οThere are also chances for the association to build another campaign during a gap of 8 months to reinforce the idea of the perks of living a healthy lifestyle.
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