AMN405 Decisions and Issues in IMC: Portfolio Analysis and Report

This report presents an analysis of integrated marketing communication (IMC) decisions, adhering to the guidelines of a portfolio assignment for the AMN405 course at Queensland University of Technology (QUT). The assignment requires the selection and analysis of five current IMC topics, each pertaining to a key decision area: setting objectives, determining the role of IMC tools, message strategy, media strategy, and measuring IMC effectiveness. The student's analysis includes a discussion of the chosen articles, focusing on their adherence to or deviation from IMC concepts and principles, and their implications for the brand, industry, and IMC. The report follows a structured format, providing a concise introduction, a detailed analytical observation for each topic, and a concluding summary of the findings. The student uses the provided article by Kerr and Patti (2015) as a case study to analyze IMC concepts and their practical application in organizational growth and strategic integration. The report emphasizes the importance of strategic integration for effective marketing communication and its impact on brand development and market growth. The student uses the panel validation model for construction companies in the present and future.

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
The article of Kerr and Patti (2015) highlights the manner in which strategic
integration can be used for developing it into management tool. This can help the managers to
understand the manner in which theory and practical implementation of the integrated
marketing communication tools can be used for organisational growth. The essential factors
required for market growth can be analysed and cited based on the management of the model
as well as the integration valuator.
2. IMC topic/issue
The topic of the article written by Kerr and Patti (2015) is mainly associated with the
knowledge of understanding full-scale adoption of integrated marketing communication
tools. This can help to understand the manner in which evaluation of the tools can be
undertaken so that measurement of the strategic implementation can take place. The
application of the panel validation model can be associated with well-cited management
model. Thus, this particular topic can be effective for market growth as well for
implementing integrated marketing communication tools.
3. Analytical observation
3.1 Adherence to or deviation from IMC concepts
The article can be considered as an adherence for the integrated marketing
communication concept mainly because it highlights ways by which penal validation model
can be used in organisations that are involved in heavy machinery. The message strategy can
be attributed for the integrated marketing communication. This can be attributed to the fact
that strategic integration can provide better understanding of the growth of an organisation.

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Thus, it can be said that development of mid-level maturity of organisations can be
considered for growth.
3.2 Implication for the brand, industry and IMC
The implication of the panel model can help construction companies in the present
time as well as in the future. The implementation of the message strategy can help in the
advertisement as well as growth of marketing strategies. Thus, it can be said that
development of the construction companies can be associated with the marketing
communication and use of the Delphi methodology for construction along with full scale
adoption of the model.
4. Conclusion
In conclusion, it can be said that marketing communication can be used in every
organisation and at the same time, it helps in the development of proper business concepts.
The emergence of concepts and transactions can help in the impediment of the financial
returns. Therefore, the effective application of integrated marketing communication can help
in providing organisations with growth and enhancement of the organisation.

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Reference
Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Juska, J. M. (2017). Integrated marketing communication: advertising and promotion in a
digital world. Routledge
Kerr, G., & Patti, C. (2015). Strategic IMC: From abstract concept to marketing management
tool. Journal of Marketing Communications, 21(5), 317-339.