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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

Integrated Marketing StrategyKindle Fire HD

Group D: Final Assignment

A. Callaghan

A. Lotoski

J. Rodriguez

August 8, 2013


Table of contents
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)


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.



Media plan newspapers
Media Plan: Newspapers

Total planned: $3,754,991 (42%)

Friday “Main” and Sunday “Books”


Media plan newspapers1
Media Plan: Newspapers


Media plan out of home
Media Plan: Out-of-home

Total planned for OOH in 2 formats: $499,545 (6%)

Station Domination



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