MKT570: Integrated Marketing Communication Strategy for the AMA

This report presents a communication strategy mix for the Australian Medical Association (AMA), emphasizing the importance of reaching healthcare professionals and ensuring smooth organizational functioning. The strategy incorporates advertising, sales promotion, direct marketing, public relations, and interactive marketing to effectively meet the needs of the target audience. It highlights the significance of identifying the target audience, crafting persuasive advertisements, implementing sales promotions to boost revenue, utilizing direct marketing for relationship building, and maintaining proactive public relations. The report also discusses the media mix, including social media, newspapers, and radio, to reach a wider audience and enhance the organization's image. The importance of a feedback mechanism and exploring new communication channels, including AI, is also emphasized. This comprehensive strategy aims to build strong relationships with the audience, expand the consumer base, and foster a positive perception of the organization.