AMN405 Decisions and Issues in IMC Portfolio Report - QUT

This report analyzes the application of integrated marketing communication (IMC) principles, focusing on a case study related to social media integration. The report examines how the chosen article deviates from IMC concepts, specifically regarding the effective use of social media in marketing communication. It explores the implications of these deviations for brand development, industry practices, and the overall success of IMC strategies. The analysis emphasizes the importance of aligning social media strategies with IMC principles to enhance brand image and achieve competitive advantages. The conclusion highlights the importance of measuring the effectiveness of integrated marketing communication and the role of social media for organizational success. The report refers to the article by Valos et al. (2017) and other relevant marketing literature.

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
Reference....................................................................................................................................4

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1. Introduction
In the article of Valos et al. (2017) it is seen that the repeated implementation of the
social media within marketing communication have led to failure. This had managed to create
a sense of competitive disadvantage among the organisations and thus, it can be said that
implementation of the change within an organisation can be considered as challenging for
organisations. Thus, it can be said that the article provides an overview of the marketers in its
place in an organisation.
2. IMC topic/issue
The article collected focuses on the marketing communication that takes place
between the organisations and the social media usage. The reported use of marketing
communication channels can help in effective success if it is linked with social media. In this
regard, it can be said that organisations have managed to implement challenges that exist in
the market. Hence, it can be said that choices and implementation of social media platform
need to be understood by organisations.
3. Analytical observation
3.1 Adherence to or deviation from IMC concepts
The article written by Valos et al. (2017) is a deviation from the IMC concept. The
concept that is in focus is the measurement in integrated marketing communication. The
implementation of the integrated marketing communication is mainly due to the failure on the
part of organisations to implement the social media in a successful manner. Thus, it can be
said that implementation of the social media in business can help organisations to prosper.

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3.2 Implication for the brand, industry and IMC
The implementation of social media can help organisations to develop a brand image
and popularity in the market. The competitive advantage in the market can be gained due to
the proper implementation of the integrated marketing communication. This can help in the
development of the organisation and consequently help in the development of the factors that
contribute for organisational success. Thus, it can be said that failure to implement the social
media can be a negative factor for the organisations.
4. Conclusion
Hence, it can be said that conclusion can be made based on the effectiveness of the
social media and the measurement in the integrated marketing communication. This can help
in commencing with the development of an organisation as well as for understanding the
effectiveness of the market. Thus, it can be said that measurement of the integrated
communication marketing is one of the effective strategies undertaken by the organisations.

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Reference
Keller, K. L. (2016). Unlocking the power of integrated marketing communications: how
integrated is your IMC program?. Journal of Advertising, 45(3), 286-301.
Kerin, R., & Hartley, S. (2015). Marketing: the core. McGraw-Hill.
Valos, M. J., Maplestone, V. L., Polonsky, M. J., & Ewing, M. (2017). Integrating social
media within an integrated marketing communication decision-making
framework. Journal of Marketing Management, 33(17-18), 1522-1558.