Integrated Marketing Communication in Sport Organizations

Discuss about the Integrated Marketing Communication in Sport Organizations.


Here in this report we are going to discuss about IMC addressing. IMC stands for Integrated Marketing Communications which is a strategic approach. By using IMC, organizations enhance their performance by communicating, serving and engaging with consumers. The purpose of making this report is to focus on IMC and how it is considered to be effective for business organizations. Besides this, here we will also emphasize the significant role in overall marketing and business strategy.


The objective of Integrated Marketing Communication (IMC) is to achieve the marketing campaign through methods those are well-coordinated with each other and can promote business. American Association of Advertising Agencies defines that Integrated Marketing Communications know the value of complete plan that can provide help to evaluate strategic roles of different communication disciplines, advertising, personal selling, public relations and sales promotions. Besides this, IMC combines all these methods to provide clarity, consistency and impact of maximum communication. In this way, Integrated Marketing Communication works for business organizations to promote their products and services.

As we have discussed about basic information about IMC, now further we will emphasize on how IMC has been utilized in Australian Organizations. Here we have two selected Australian Companies Coca-Cola in Australia and Telstra Communications. Now we will emphasize impact of IMC on these two companies. (Gasovic, 2011)

Utilization of IMC in Australian Companies

First of all we will discuss Coca-Cola Integrated Marketing Communications. For getting effective utilization of IMC, Coco-Cola Company is using integrated components of mass media. Those basic components are advertisements on television, banner ads and print media. This approach is an appropriate way to utilize a marketing mix of advertising, web based interaction, promotion of sale and direct marketing. Besides this, social marketing is also utilized through IMC. As we know that Coca-Cola Company is best for its prolific approach of marketing not only in Australian but worldwide. This company has major impact on culture and society with some hit songs. Besides this, the best recognizing factor of this company is its design of logo and bottle. This is all happened due to its marketing approach or IMC. Coca-Cola Company is also moving towards web based and social media marketing approaches for establishing new benchmarks in beverage industry. This company has promise in its online marketing campaign, it will engaged its target audience. Other company in Australia is Telstra communication. It is a well-known company in Australia for handling internet communication and to provide best communication service to Australians. This company is also using IMC approach for advertising and promotion of businesses of their customers and to connect them to whole world. IMC is an effective approach of Telstra Company. Advertising campaigns of Telstra Company are featuring different brands by using IMC in these campaigns. Telstar understands value of customers and provides them quality products and services. IMC performs a special role in this process of Telstra and through this company promote its quality services among its potential customers. In this way, Telstra Communications is utilizing Integrated Marketing Communication (IMC). (Marketing, 2011)

Role of IMC in Online Marketing and Business Strategy

Online marketing has become a best and effective technique to market business products and services. As we know that most of the business are going online to connect with customers worldwide. Here Integrated Marketing Communication plays an important role in a way that it provides best communication tools to position expertise of business and to achieve business goals. IMC helps in content marketing, management of content, inbound marketing and social media marketing. If we talk about business strategy then we can say that it also provides help in it in following ways: (Hutton, 1996)

  • Through IMC business can do brand establishment
  • Marketing communication strategy and planning can also provide help as business strategic approach
  • Internet marketing strategy such as use of social networking and social media websites for promoting business can also be used with the help of Integrated Marketing Communication.
  • Various advertising campaigns can also be done with the help of Integrated Marketing Communication approach.

These are some ways in which IMC can be helpful for both online marketing and business strategic approach. After this discussion we can say that IMC is beneficial for business growth and advertisement worldwide but it must be implemented appropriately. This is an effective way to enhance communication and co-ordination among clients and customers. (Fluent IMC, 2016)


Fluent IMC. (2016). How IMC works. Retrieved 12 August 2016, from

Marketing, M. (2011). Marketing Matters: Telstra Brand Launch. Retrieved 12 August 2016, from

Gasovic, M. (2011). Integrated marketing communications in sport organizations. Marketing, 42(3), 171-179.

Hutton, J. (1996). Integrated relationship-marketing communications: a key opportunity for IMC. Journal Of Marketing Communications, 2(3), 191-199. is
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