This report presents an integrated marketing communication (IMC) plan for the Australian Medical Association (AMA). It begins with a situation analysis, addressing the AMA's objectives to curb junk food advertising and impose a sugar tax, considering economic and social factors. The report identifies the target market, focusing on adults aged 15-55, and outlines IMC communication objectives, including raising awareness and reaching the target audience. It details a creative strategy with the messages "Don't encourage junk food consumption" and "Spend less save more, loose sugar from the diet." The communication strategy mix includes advertising, sales promotion, direct marketing, digital marketing, and public relations, with a media mix comprising television, radio, digital, social media, and print. A basic budget is outlined, and evaluation metrics are proposed. The report concludes by recommending legal and statutory backing for the campaign and suggests reinforcing the healthy lifestyle message through a follow-up campaign.
![[object Object]](/_next/static/media/star-bottom.7253800d.svg)
