Integrated Marketing Communication Plan for AMA: Marketing Strategies

This report provides a comprehensive analysis of the Integrated Marketing Communication (IMC) plan developed for the Australian Medical Association (AMA). The primary objective of the IMC plan is to address the critical issues of junk food advertising and sugar consumption within Australia, aiming to revolutionize unhealthy lifestyles. The report begins with a situational analysis, considering the economic impact of the targeted industries and potential social challenges. It identifies the target audience through demographic, behavioral, and geographic segmentation, focusing on individuals aged 15-55 across various societal sections, with a particular emphasis on those with unhealthy eating habits. The IMC plan outlines specific communication objectives, including raising awareness and recognition of the problem, and crafts messages such as "Don't encourage junk food consumption" and "Spend less save more, loose sugar from the diet." The report details the communication tools, including advertising, sales promotion, direct marketing, public relations, and digital marketing, along with the media mix, encompassing television, radio, digital platforms, print media, and social media. A preliminary budget is estimated, and methods for measuring campaign outcomes are suggested, including market research and social media analysis. The report concludes by emphasizing the revolutionary nature of the AMA's objectives and recommending legal support to ensure successful implementation, along with plans for future campaigns.

Introduction
This IMC pitch is for the potential client AMA (Australian Medical Association). The brief that
was provided is that the company has two objectives with the IMC plan: first is to stop
advertising junk food and second is to impose tax on sugar. The bottom line of the objective is to
revolutionize the unhealthy lifestyle that is led by the Australian citizen. The plan is developed
keeping in mind the reach of the target audience and the revolutionary idea of the Association.
Slide 1 and 2
The situational analysis help us focus on the issues that the association will face if the plan is
implemented, as the industries that are targetedhave a significant contribution towards the
economy of the country. There can be conflict in order to stop the campaign from being
successful as a number of businesses operate in the fast food and confectionery industry. Thus,
the success of the campaign would mean implementation of policies against the advertising of
junk food as well as imposition of tax on sugar. On the other hand, there will also be social
issues as people have the liberty to choose the way they want to lead their life. Diet is a part of
the lifestyle and is embedded in an individual and such concepts are difficult to change.
Slide 3 and 4
The target audience of the IMC campaign can be said to be the population of Australia as it is
more of a public service campaign. However, to make the plan it is important to understand the
reach of the audience therefore the three segments that has been divided are demographic,
behavioral and geographic. As described on the slides the division of the demographic
segmentation is targeted towards both male and female in the age group 15-55, these people are
from all sections of the society. Behavioral segmentation audience is targeted towards the people
who does not lead a healthy lifestyle and has the tendency to consume unmonitored junk food
and sugar.
Slide 5
The graph that has been shown indicates the population of the people who suffer from obesity in
the major cities, inner region and outer region of Australia. As the indication of the number of
people in these three areas is more or less similar the geographic consideration will include all
the three areas.
Slide 6
Previously the objective of the company to undertake the IMC approach has been discussed,
these are the objectives or what the company wants to achieve form the IMC plan are as
indicated on the screen. Awareness and recognition of the problem is the main objective which is
similar to that of the Association’s objective of launching the plan, however the other objectives
of the company are aligned with the plan that is developed.

The objective of the Association is revolutionary and has the potential of conflict and thus the
message has to be such that the objective is fulfilled without causing negative impact on the
society yet rise a stir among the target market.
Slide 7
In order to fulfill the first objective the message that has been created is “Don’t encourage junk
food consumption”. This message is justified for the objective as advertising junk food is
encouraging people to consume junk food as it satiates the taste buds, the message is indicated
for the people to stop their loved ones from consuming junk food as it is harmful. For the second
objective the message that has been created is “Spend less save more, loose sugar from the
diet”, this message is aligned with the fact that paying tax would mean extra expense and also
spending on sugar items is also a bad investment of the money, thus a person can save that
money and also improve the diet and health by taking out sugar from the diet.
Slide 8
To spread this messages the communication tools that are selected are advertising, sales
promotion, direct marketing, public relation and digital marketing.
Advertising: will focus on audiovisual content and creativity to develop the message following
the AIDA model of advertising principles in order to make the most of the approach. All the
elements of the advertisement will be related to common Australian citizen and will be mostly
communicated in English.
Sales promotion: Representatives of the association can distribute pamphlets and brochures
regarding the cause in public places. AMA can collaborate with the doctors and the medical
facilities who are a member of the association to promote the campaign.
Direct marketing: personalized emails and SMS will be sent to people by pooling in big data.
This will help in creating to build a valuable relation with the target audience.
Public relations: The idea is to arrange a convention of scholars on the subject matter and invite
the doctors of practitioners to participate; they can use their social media accounts to discuss
their views with their connection. This can be aligned with the digital marketing strategy of the
IMC plan.
Digital marketing: This is the contemporary method of marketing which includes the usage of
ICT in promotion and marketing of the products. Since the target market of the plan is wide and
vivid the company has to keep up with the latest trends in marketing in order to effectively
maximize the reach of the IMC plan.
Slide 9
The medium that has been planned to promote these tools are:

Television: A significant number of Australians watch television and are consumers of two
networks, Network 18 and ABC, thus in order to place the audiovisual advertisement these
popular networks will be used. The focus will be on establishing the message and spreading
awareness.
Radio: Jingles will be developed in order to grab the attention of the audience, creative and
catchy jingles are one of the most effective ways of grabbing the attention of the audience.
Digital: SMS, E-mail and digital billboards will be used. Digital Out Of Home approach of
advertising is an important medium as the reach of this medium is significantly high. Social
media is a medium that is a part of the digital marketing tool but the reach of this medium will be
discussed separately
Print: Newspaper selected: The Australian and the Daily Telegraph, high circulation among the
target market.
Magazine: Vogue Australia and Gourmet: caters to the target market
Brochures and standees will also be printed in order to align with the sales promotion and public
relation.
Social media: Facebook, twitter are the two platforms that are chosen in order to run the social
media plan. These two platforms are chosen because the association has their official pages on
these platforms. Digital advertisements are the same as the television or the print ads just that it
will be in a digital format
Slide 10 and 11
Television medium is the most expensive of the lot as the reach of television is more than any
other medium however; the most time is given to social media as all the advertisements can
circulate in this medium for a longer time. A brief estimation of the budget is shown in the table.
In order to measure the outcome there are two ways are described one is market research and
other is to analyze the social media feedbacks.
Conclusion
It 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. Since there can be conflict in the
process of implementation of the plan, it is recommended to have legal support. The objectives
of the plan are to change the lifestyle of people therefore it is important to develop a new plan
after the completion of this campaign.