Integrated Marketing Communications: A Case of the Australian Medical Association
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This paper analyzes the benefits, stakeholder issues and concerns, and potential utilization of Integrated Marketing Communications (IMC) in the Australian Medical Association. The market in which AMA is operating has several factors that have contributed to the complexity of the communication problems.
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Running Head:INTEGRATED MARKETING COMMUNICATIONS (IMC)1 INTEGRATED MARKETING COMMUNICATIONS: A CASE OF THE AUSTRALIAN MEDICAL ASSOCIATION Name Student ID Assessment Number Course Name Unit Name Topic Institutional Affiliation Submission Date
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(NAME) / (STUDENT ID) /INTEGRATED MARKETING COMMUNICATIONS (IMC)2 Table of Contents Introduction....................................................................................................................................3 Background of the Company........................................................................................................3 Situation Analysis..........................................................................................................................4 Potential Utilization and Role of IMC in the Overall Marketing and Business Strategy.......5 Conclusion......................................................................................................................................6 References.......................................................................................................................................7
(NAME) / (STUDENT ID) /INTEGRATED MARKETING COMMUNICATIONS (IMC)3 Introduction According toKitchen & Burgmann (2010), Integrated Marketing Communications (IMC) is an approach aimed to achieve marketing campaign goals and objectives through the use of differentpromotionalmethodswhicharewell-coordinatedandintendedforeachother’s reinforcement. IMC recognizes comprehensive plans and strategic roles on varieties of public relations, communication discipline advertisements, sales promotions and personal selling and combines them to provide maximum communication impact,clarity and consistency(Kliatchko, 2005).IMC is beneficial to different companiesas it fuses inter-departmental marketing operation into a single operational function. Furthermore, it provides the companies with competitiveedgesandimprovesthecost-effectivenessoftheoverallpromotionalsales. Therefore, the paper seeks to analyze IMC benefits, stakeholder issues and concerns, and potential utilization of IMC in the Australian Medical Association. Background of the Company The Australian Medical Association (AMA) is an association established in 1847 to assist advance health care through support of research, education, and service programs in Australia and globally (Peabody, 2015). The association assists in advanced medical education through scholarshipsandgrants.Thefundshelpeducatorsandmedicalstudentstocontribute significantly to the community through performing a deep market research on health concerns environment and providing timely information on matters which are important to the future health concerns. Additionally, AMA has universal policies about the healthcare delivery system including conducting market research to determine the needs of physicians in the current healthcare environment and collecting primary socio-economic data on medical practices to determine the effects of the medical practice environment.
(NAME) / (STUDENT ID) /INTEGRATED MARKETING COMMUNICATIONS (IMC)4 Situation Analysis The market in which AMA is operating has several factors that have contributed to the complexity of the communication problems. The factors contributing to ICM problems when seeking out to ban sugary products include multiple communication objectives, the complexity of target audiences, product complexity, and distribution complexity of the products and services. According to Malik et al. (2010) frequently consuming sugar-sweetened beverages results in health concerns such as obesity, diabetes, and cardiovascular diseases. Despite different health unions discouraging sugary products consumption due to its associated diseases, many people are still consuming the products with IMC strategies increasing the sales of items. AMA is seeking to implement IMC strategy that will convince the government to support the organization as it seeks to ban the advertisement of junk food and sugary drinks or introduction of tax on sugar as a way of discouraging and limiting sugary products consumption. However, different companies producing the sugary commodities have criticized the idea due to the belief that the ban could lead to low sales or even closure of companies. The target audience is still stuck to the production of sugary commodities as different advertisements from the media are marketing products in a manner that makes their company’s customers never to change their preference. The product itself has been consumed for many years and the majority of people can never be convinced to reduce its consumption. Therefore, the AMA is really facing a tough battle withbothinternalandexternalstakeholdersasittriestointegratetheirmarketing communication and techniques that will end sugary commodities consumption in the country. Stakeholder Issues and Concerns AccordingtoKitchen&Burgmann(2010)foranorganizationtointegratethe communication message in order to have an impact in the market, both internal and external
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(NAME) / (STUDENT ID) /INTEGRATED MARKETING COMMUNICATIONS (IMC)5 stakeholders must have a big creative idea. The AMA board members and donors are concerned about the complexity in the delivery and planning of the organizational communication. More people getting involved in the planning process increasesthe communication task hence increasing the complexity of the target audience. Generally, where one stakeholder takes over all the decision making process roles, it is easier to communicate since only a single message that is straightforward and intended for a single person is all that is required. Increased involvement of people in the decision process creates the need for potentially using a variety of media, integrated delivery systems, and multiple messages increases (Mulhem, 2013). In addition, the service or product complexity makes simple communication problems in organizations to become complex, which can be even more if the product is innovative or complex hence being a potential concern for stakeholders as they would require a more complex communication method and one that usually requires a high involvement of decision makers. Moreover, distribution complexity extends beyond promotions of trade with many delivery systems having an impact on the decision of customers on choosing a particular brand. New ways of organizational communication have been brought about by a hike in global marketing hence contributing to the complexity of distribution and communication systems. The AMA stakeholders should ensure that they are aware of the increase of foreign-based competitors even if the company does not sell outside its native country. Potential Utilization and Role of IMC in the Overall Marketing and Business Strategy Integrated Marketing Communication delivers a company message which is cohesive across multiple channels to enhance sales, productivity, and for the company’s overall presence to be felt in the market by the Australian Medical Association (Nestle, 2016). As the company’s voice, IMC ensures that all messages communicated by the company align with the objectives of
(NAME) / (STUDENT ID) /INTEGRATED MARKETING COMMUNICATIONS (IMC)6 the company and that they are on-brand, up-to-date, and on-point. The market needs to know how the company can serve it, what the company is offering, the rating, dependability, and the quality of products and services. The communication can be done on different platforms and through the use of different methods including social media campaigns, community events or emailnewsletterssoastocreatepositivebrandawareness.IntegratedMarketing Communication serves as a perfect tool to attract new, qualified and experienced talent to join the team (Yeshin, 2012). Conclusion Integrated Marketing Communication has proven to be of great importance for the AMA and other companies in general in the twenty-first century. Technology has brought about the possibility of integration, with IMC programs being adopted by different organizations, such as Dell and FedEx. A major aim of IMC at the AMA is to create synergy among various elements of marketing so as to attain long-term and short-term returns. Although practitioners have stated that integrated marketing communication is of importance to many firms, its approach demands a greater consistency within the numerous communication functions messages, a better utilization of the elements of promotional mix and the media, easier relationships of work between departments, and cost savings. IMC progress should be pursued so as to improve the efficiency of promotional methods and marketing campaigns.