AMN405 Decisions and Issues in IMC Portfolio Assessment

This report presents an analysis of an IMC portfolio assignment, focusing on the rising trend of people-based marketing and its impact on integrated marketing communication. The student explores the deviation of people-focused marketing from traditional IMC concepts, particularly in the context of digital media and emerging Asia Pacific markets. The report examines the implications of people-based marketing on branding, industry, and IMC, highlighting the need for effective media strategies and customer understanding. The analysis includes adherence to or deviation from IMC concepts, implications for the brand, industry, and IMC. The conclusion emphasizes the importance of people-based marketing for promoting emerging markets and the development of social media within the context of IMC.

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
The decision area proposed in the article is on the rising trend of people based
marketing (Bandt.com.au, 2019). This can be attributed to the hindrance it may cause to the
marketing communication planning. Earlier days, majority of the integrated marketing
communications were developed before digitalisation took its effect. Thus, for the people
based marketing to seek its impact it is necessary that the decisions regarding digitalisation is
undertaken for the betterment of the integrated marketing communication campaign.
2. IMC topic/issue
From the article on the rising trend of people based marketing, the integrated
marketing communication topic that can be taken into account is on the use and widespread
of digital media so that information regarding managing and focusing of people can be
undertaken. The topic can be related with the issues faced in the emerging Asia Pacific
markets based on marketing. Thus, potent view of the customers is required to be undertaken
in order to understand the topic at hand.
3. Analytical observation
3.1 Adherence to or deviation from IMC concepts
A huge deviation can be spotted from the integrated marketing communication with
that of the people focused marketing. The fact that people focused strategy is required to be
taken into account can be collaborated with the branding along with the media so that people
can enter the market on a permanent. Thus, the application of the media strategy for decision-
making purpose can be considered as accountable for the topic. Hence, the deviation is
mainly due to the lack of framework of the integrated marketing communication concept.

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3.2 Implication for the brand, industry and IMC
The implementation of the people based marketing can be attributed to the growth and
functioning of the emerging markets in the Asia Pacific countries. The industrial durability of
the markets can be attributed to the fact that service markets in the modern time faces
hindrance due to the lack of proper framework. Thus, the application of people based market
for integrated marketing communication can provide opportunities for the growth in the
future due to the rise of social media in the market.
4. Conclusion
Thus, conclusion can be made based on the effectiveness of people based marketing
for the promotion of the emerging markets. The integrated marketing communication can
help in the development of the social media so that the emerging markets in the Asia Pacific
can seek information related to people based marketing.

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Bibliography
Bandt.com.au (2019). Retrieved 6 September 2019, from
https://www.bandt.com.au/marketing/guest-post-device-precise-rising-trend-people-
based-marketing
Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons, 60(3), 325-333.
Kitchen, P. J. (2017). Integrated marketing communications. Evolution, current status, future
developments. European Journal of Marketing, 51(3), 394-405.