Queensland University of Technology - AMN405 IMC Decisions Report

This report analyzes a student's exploration of Integrated Marketing Communication (IMC) decisions and issues, focusing on the application of IMC principles to contemporary business articles. The report examines five key decision areas: setting objectives, determining the role of IMC tools, message strategy, media strategy, and measuring the effects of IMC. Each section analyzes an article related to the chosen decision area, discussing the topic, adherence to or deviation from IMC concepts, and implications for the brand, industry, and IMC. The analysis reveals how TV advertisement plays a crucial role in addressing marketing clouds, particularly in the sports industry, highlighting the importance of customer-centric approaches and strategic components for effective market development. The report emphasizes the significance of integrated marketing communication to enhance customer satisfaction and increase the popularity of sports organizations, ensuring proper communication with customers. The conclusion emphasizes how customer value can be developed by specifying the integrated marketing communication role.

Running head: MANAGEMENT
Management
Name of the student
Name of the university
Author Note

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Table of Contents
1. Introduction............................................................................................................................2
2. IMC topic/issue......................................................................................................................2
3. Analytical observation...........................................................................................................2
3.1 Adherence to or deviation from IMC concepts................................................................2
3.2 Implication for the brand, industry and IMC....................................................................3
4. Conclusion..............................................................................................................................3
Bibliography...............................................................................................................................4

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1. Introduction
From the analysis of the article, it can be seen that TV advertisement plays an
important role for the addressable marketing cloud that exists in the services (Nielsen.com,
2019). The manner in which each of the sports companies can implement the role of
integrated marketing communication particularly in the era of new media, is highlighted via
the analysis of the article. The purpose of the article is to undertake a customer analysis
around the base subscriber and advance audience segment (Nielsen.com, 2019).
2. IMC topic/issue
The topic that is highlighted in the article sheds light on the TV connected devices
that can be used for addressing the TV programmes that exist in the market (Nielsen.com,
2019). The fact that central premises of the article are based on media markets can be taken
into account for identifying the challenges and principles that exist in the issues. It can be
said that for the development of an effective integrated marketing communication channel,
along with the TV commercials can play an important role for the promotion of the sports and
segment customers on that basis. Thus, the challenges and principles of the implementation
of integrated marketing communication and advertisement are taken into account.
3. Analytical observation
3.1 Adherence to or deviation from IMC concepts
The article written indicates an adherence to the topic in order to understand the role
played by the integrated marketing communication. The role that is expected to be played by
the integrated marketing communication can be contributed to the fact that customer centric

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integrated marketing communication. It needs to be the centre of attraction for most
organisations.
3.2 Implication for the brand, industry and IMC
The implication of the role of the integrated marketing communication can help
organisations to develop a more customer-centric approach. This can account for the fact that
industries and companies can built upon the strategic components that exist for market
development and consequently strike a balance between the branding activities as well as
customer issues that exist. The future prospect can be to enhance the role of the integrated
marketing communication to ensure proper advertisements are made for customer
satisfaction.
4. Conclusion
Conclusion can be made about the manner in which customer value can be developed
if the integrated marketing communication role can be specified. This can help to ensure that
organisations, particularly the sports organisations can maintain proper communication with
the customers. This can help in increasing the popularity of the sports along with the
organisation.

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Bibliography
Bruhn, M., & Schnebelen, S. (2017). Integrated marketing communication–from an
instrumental to a customer-centric perspective. European journal of marketing, 51(3),
464-489.
Juska, J. M. (2017). Integrated marketing communication: advertising and promotion in a
digital world. Routledge.
Nielsen.com (2019). Retrieved 6 September 2019, from https://www.nielsen.com/us/en/press-
releases/2017/sports-first-streaming-tv-service-fubotv-chooses-nielsen-marketing-
cloud/