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Integrated Marketing Strategy Kindle Fire HD

Integrated Marketing Strategy Kindle Fire HD. Group D: Final Assignment A. Callaghan A. Lotoski J. Rodriguez August 8, 2013. Table of Contents. Overview and Objective (AC) Why are we here?/ Objective/ Company/ Product Background/ Amazon’s given Target/ USP Research (AL)

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Integrated Marketing Strategy Kindle Fire HD

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  1. Integrated Marketing StrategyKindle Fire HD Group D: Final Assignment A. Callaghan A. Lotoski J. Rodriguez August 8, 2013

  2. Table of Contents Overview and Objective (AC) • Why are we here?/ Objective/ Company/ Product Background/ Amazon’s given Target/ USP Research (AL) • Media Profiles/Quintiles/Competitors/Competitive Spending & SOV Target Audience (JR) • Archetype/Media Clock Media Plan (All) • Budget, Timing, Geography / Past Media Mix/ Proposed Media Mix • Newspapers (AC) • OOH (AC) • Online (JR) • Magazines (AL) • Summary (All) Next Steps (AL)

  3. Why are we here? To present an integrated marketing strategy, using a variety of targeted media channels, to attract new buyers to purchase the Kindle Fire HD by Amazon. Our goal is to convert traditional print readers to an e-reader.

  4. The Media Plan

  5. Media Plan: Newspapers Total planned: $3,754,991 (42%) Friday “Main” and Sunday “Books”

  6. Media Plan: Newspapers

  7. Media Plan: Out-of-home Total planned for OOH in 2 formats: $499,545 (6%) Station Domination

  8. Media Plan: Out-of-home Train wrap

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