Task back to top This task focuses on the next few stages in the development of your IMC program. That is: Understanding the communication processes; Selecting the target market(s) (i.e. the...

Australian Medical Association IMC Strategies     1

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Executive Summary
The paper looks at the marketing strategies that can be used by the Australian Medical Association in taking their message, that of banning advertisements of junk food on television shows meant for children and the tax on sugar, forward. This can be done using the Communication model that is put forward by Belch. The major components of this are, sender, receiver, message, encoding, decoding, noise, feedback, response and reaction. The target group for this would be the parents of the children, the media and the government. For this the main technique that can be used is FEAR, which has been proven to be beneficial to the people for such kind of advertising and marketing campaigns.
Contents
Executive Summary    2
Introduction    4
Communication Model    4
Target Audience    7
Communication Objectives    8
Creative approaches that can be used    9
Positioning strategy    10
Conclusion and Recommendations    11
References    12
Introduction
The Australian Medical Association is made of doctors who have been trying their level best to make sure that people receive the best medical care that is possible. This includes making sure that laws are passed that help the Australian population in bettering their health. The main concern right now for the Australian Medical Association is to make sure that the Australian people are aware of the advertisements of junk food and soft drinks in TV shows that are targeted for children. The aim is to make the people aware, as well as the government responsible so that there is tax that is put on sugary products and advertisements of them on channels meant for children is banned. To help with this, the Australian Medical Association has approached the agency M&C Saatchi to craft out a strategic communication plan to ensure that their objectives are met. M&C Saatchi is one of the biggest marketing and advertisement firms in the world. They are the global leaders in creative strategizing and advertisement in their marketing. It was formed in January 1995 and since then become the most reputable firm in the advertisement world, with offices in cities like London and Sydney. The person writing this report is a senior executive at M&C Saatchi. He is responsible for handling the important clients and coming up with creative advertisements for its customers that help in marketing their idea. Their responsibilities towards their clients include making sure that everything that the client wants marketed is done so that the client is always in a positive light.
Communication Model
Communication can be defined as the passing of information in the simplest terms. It is one of the most essentials tools in marketing as people need to be aware of the product that they are being sold (Bruhn & Schenebelen, 2017). If an organization has an effective communication strategy, then it can convince the customer into buying their product This increases sales to a monumental extent and is the main cause of the increased profit margins and brand visibility that the brand and the product can get. This would be beneficial to the organization in gaining a bigger market share and a customer base that is loyal to the organization as well.
The model of communication given by Belch and Belch has many elements. They are:
1. Source: The source is the person or the organization that has the information that needs to be shared (Belch, et al, 2014). The source is the beginning point of the communication. If the source does not exist, then the possibility of the communication existing is also null, as the communication beginning does not exist. In the case of the Australian Medical Association, the source of the information is the association itself, as they have the details of the junk food and sugar harming the children.
2. Encoding: This is the process by which thoughts, ideas and information is presented and put into a symbolic form. This would include pictures and words. The encoding process would be how the source decides to put the information that they have to the receivers who are receiving the information (Deshpande, 2015). The Australian Medical Association might use pictures, graphs, or words to help the people in understanding the information that they have, which is that sugar should be taxed and junk foods’ advertisement should be banned in Australia.
3. Message: The message is the information or meaning that the source is trying to convey to the receiver. The message is the reason for communication and is the main element of the communication process as well. Without the message, there is nothing to communicate (Seric, et al, 2014). In this case, the message would be the fact that sugary drinks and junk foods are bad for children and that they should be banned from advertising on television channels that are specifically meant for children.
4. Channel: The channel is the way that the message is facilitated to the receiver. The channel of communication can be direct, which is word of mouth or positive buzz created by word of mouth. It can viral marketing, which could be by going viral on social media or seeding (Herman, 2015). For this case, the integrated approach, which includes the sharing of the message on social media...