Integrated Marketing Communication Plan for the AMA

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.

Australian Medical Association

Introduction
 This pitch is for the IMC campaign that is
planned for AMA (Australian Medical
Association)
 This presentation encompasses the objectives
of the plan and discusses the target audience
of the plan along with the issues of the
situation
 Furthermore, 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:
 Stop Advertising of junk food
 Impose tax on sugar

1. Situation Analysis
around the IMC issue
 Economic 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)
 Social 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

2. Target market of the IMC program
 Demographic
The target
audience are
people form
15-55, as the
people from
below that
category are
mostly
dependent
 Geographic
The focus of the
advertisemen
t will be pan
Australia as
the campaign
is to develop
consciousnes
s among the
people of the
country
 Behavioral
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
 To develop awareness regarding the ways Junk
food and over consumption of sugar can cost a
person
 To ensure that the campaign reaches out to the
target market
 To develop a plan that has a clear message
 To launch the campaign at the right time
 To limit the plan within the budget that has been
allocated
 To ensure that the content and the creative of the
campaign are focused on the objective that has
been set by the company
 To ensure that the medium that has been selected
effectively reaches out to the people are the
target market

4. Creative Strategy
Message that will be communicated
“Don’t encourage junk food
consumption”
&
“Spend less save more, loose sugar
from the diet”

5. Communication
strategy Mix
Adver
tising
Digital
marketi
ng
Public
relation
s
Direct
marketi
ng
Sales
promoti
on Tools
of
Comm
unicati
on

6. Media Mix
Telev
ision
Social
media
Print
Digit
al
Radi
o Medium of
communicatio
n

7. Basic budget concepts
Medium of
communicatio
n
Cost (AUD) estimated Time period
Television $123,000 (4 of thirty
sec)
Three months
Radio $500 to $5,000 per
week
Two months
Digital $15000 Four months
Print $2000-$5000 for ¼
page ad
12 times in a period of
three months

8. Evaluation metrics