Integrated Marketing Communication for Amazon Inc.

This report evaluates different marketing channels and communication objectives for Amazon Inc. in relation to their new product Alexa. It provides a marketing communication plan and evaluates it based on communication strategy, channel choice, and creative content. The report highlights the importance of marketing communication in promoting organizational products and services and staying connected with stakeholders. It also discusses the role of marketing channels in marketing strategy and the different types of marketing channels. The report is based on the subject of Integrated Marketing Communication and is relevant for students pursuing marketing courses in colleges and universities.

Running Head: IMC PLAN
Amazon Inc.
Integrated Marketing Communication

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Table of Contents
Introduction......................................................................................................................................2
Insight of Company and products................................................................................................2
P1. Evaluate different types of marketing channels and how they serve communication
objectives within an organisational context.....................................................................................4
P2. Design communication objectives for a given organisational situation....................................6
P3. Provide justifications for the selection and integration of communications channels chosen.. 8
P4. Create a marketing communications plan that effectively meets communication objectives
for a given organisational situation................................................................................................10
P5. Critically evaluate a marketing communications plan in relation to the communication
strategy, channel choice, creative content.....................................................................................12
Conclusion.....................................................................................................................................14
References......................................................................................................................................15

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Introduction
Marketing communication plays vital role in promoting organizational products and services
amongst the target audience. Along with this, marketing communication is also useful in
conveying organizational messages to its stakeholders. It helps the organization to stay
connected with its stakeholders in relation with providing them updates regarding their products
and services, introduction of new products and services and for other updates such as discount
offers introduced by the organization in the market, etc. There are number of marketing
communication methods are available in the market and in relation with this, it is the duty of
whole marketing team of an organization to select one of the best amongst the available options
so that desired goals could be attained along with approaching to the target audience in an
effective manner. Spreading awareness is an essential task for an organization in relevance to its
existing as well as new products and services. In this relation, marketing communication plays
vital role and it has various aspects which needs to be analysed so that desired goals and
objectives could be attained easily (Armstrong, et. al., 2015).
Primary aim of this report is to encouraging usage of marketing communication channels for
promoting organizational products and services. First section of the report will include utilisation
of different marketing channels and effectiveness of those channels in terms of attainment of
desired objectives of organization. Further, report will aim on designing communication
objectives based on organizational current situation and along with this; this section will focus
over the selection of most appropriate marketing communication channels concerning the
organizational products and services. Next section of the report will include an effective
marketing communication plan concerning the attainment of communication objectives such as
spreading awareness, approaching to the target audience and gaining or maintaining the acquired
position in the marketplace. The last section of the report will aim over evaluation of marketing
communication plan in relation with the communication strategy, channel choice as well as
based on utilisation of creative content for attracting target audience towards the organizational
products and services.

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Insight of Company and products
In this report, marketing communication plan will be discussed in relation with the Amazon Inc.
It is the leading company in electronic commerce industry with its operations in more than 188
countries across the globe along with the registered offices in 12 countries across the globe.
Currently, organization has also set up its physical presence in the market in the name of
Amazon Go. This store is a hi-tech grocery store in Seattle, Washington (Amazon Inc., 2018).
Highlights of this store are that it is a partially automated store in which consumers could
purchase products as per their requirements without using a cashier and checkout stations. Apart
from this, Amazon has recently introduced a revolutionary product in the name of ‘Alexa’ in the
market, which is a masterpiece of artificial intelligence. This is currently used in Amazon Echo
and in the Amazon Echo Dot, which are smart speakers (Alexa, 2018). For the motive of
spreading awareness amongst the target audience, this report will focus over the usage of
marketing communication techniques.

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P1. Evaluate different types of marketing channels and how they serve communication
objectives within an organisational context.
Integrated marketing communication is a simple concept and it ensures that all forms of
communication are linked together. Primary objective of communication is the act of transferring
intended meanings from one group, entity to another group or entity. Individual use
communication tools such as mobile applications, carrier network and social media platforms for
transferring information amongst each other. While companies’ communication tools are majorly
used for marketing its products and services. Marketing channel include people, organization,
and all necessary activities which are required for transferring ownership of goods from the
production point to the consumption point. The end users also know this as way through which
products and services reaches. Marketing channel is an effective tool for management of
organization and act as one of the most effective marketing strategy. Distribution channel also
act an important part of the marketing channel and these channels are mainly used for
transferring products from the manufacturer to the consumer for the purpose of consumption
(Belch, et. al., 2014).
Roles of marketing channel in marketing strategy are:
 Develops a path between producer and consumer;
 Pricing strategy of organization gets influenced;
 Promotes products in the target market which results in generating demand for the
product; and
 Helps the organization to attain its desired goals and objectives along with enhancing
profitability and revenues (Luxton, Reid & Mavondo, 2015).
Mainly, there are four types of marketing channels, which are used by the organizations in terms
of attaining the communication objectives, which are as follows:
 Producer to Consumer: In this channel, producer directly sells its products and services
directly to the consumers without involvement of intermediaries. Intermediaries are
wholesalers, retailer, agent or reseller and producer directly connects with the consumer
in terms of trading of goods and services. Consumer could directly meet producer and

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purchase products and services as per their requirement without involving any other
channel. The farmers mainly use this type of marketing channel so that they could set
prices for their crops by their own without involving any other person in between the
process (Petersen, Kushwaha & Kumar, 2015).
 Producer-retailer-consumer (one level channel): This is a three tier-marketing channel
under which products and services reaches to the end consumers via retailer from
manufacturer. Consumer could not reach directly to the manufacturer. Manufacturers of
shoes, cloths, furniture, etc mainly use this type of marketing channel. As consumer will
purchase these products in small quantities, thus, retailer helps them to purchase in small
quantity. In relation with developing and maintaining brand loyalty, organizations uses
various communication channels such as social media platforms to stay connected with
the consumers. With these channels, organization could also take feedback from the
customers in relation to their products and services. This also helps the organization to
develop a reliable and positive image amongst target audience, which result in
development of brand loyalty.
 Producer-wholesaler-retailer-consumer (two level channels): Functioning of this
channel flows from producer to wholesaler to retailer and then finally product reaches to
the consumer. This is a wide channel and manufacturer sells products in bulk quantities,
thus, wholesalers are involved. Further, product reaches to the retailer from where
consumer gets the products and services as per their requirements (Kozlenkova, et. al.,
2015).
Amongst these channels, Amazon executes on the producer to consumer channel, although,
Amazon was producing until the Alexa was introduced in the market but still they act as the
agent between retailers, wholesalers, manufactures and consumers. When consumer purchase
anything from Amazon, it is considered a Amazon’s product and in relation with this, they also
provide appropriate support to the consumers with regards to their queries and issues with the
products and services purchased from Amazon. Communication objectives of Amazon are
spreading awareness amongst the target audience so that the demand of the particular product
and service could be enhanced. Increased demand will lead the organization towards increasing
its revenues, profitability as well as sales (Johansson & Kask, 2017). Thus, organization could

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easily attain its desired goals and objectives. In relation with promoting the products and
services, following are Amazon’s objectives in consideration to the communication:
 Creating awareness: Awareness creation is the most primary objective for every
organization about their products and services. Amazon’s product offering is huge and
they introduce new and revolutionary products and services in regular intervals with the
objective of maintaining the acquired position in the target market. In relation to
spreading awareness amongst the public about their products and services, organization
uses both traditional as well as contemporary mediums of marketing. In order to enhance
the demand of a product, it is necessary for the organization to promote and market it in
the target market in such a manner so that effective image could be established amongst
the consumer’s mind-sets (Skarmeas, Zeriti & Baltas, 2016).
 Imparting knowledge: Apart from spreading awareness amongst the target audience,
another objective of communication is imparting knowledge concerning the
organizational products and services. When a new product or service is introduced in the
market, it is required for the organization to generate the demand for the same irrelevance
to its need amongst the target audience. In relation with this, organizational marketing
team creates effective and attractive advertisements so that target audience could be
influenced with the specifications, benefits and utilisation of product. This helps the
organization to generate demand for the particular product in the target market and
amongst the target audience.
 Projecting an image: Amazon is using multiple advertisement and promotional
platforms for promoting its new product Alexa in the global market. In this scenario,
organization has generated demand for the artificial assistant rather producing a product,
which is in demand. With the help of various advertisement and marketing platforms,
organization is continuously promoting its products with creative content in order to
project an image in the target audience so that they could also feel the necessity of the
product. This has helped organization to enhance the demand for their new product along
with defending its leading position in the global online industry (Watson, et. al., 2015).

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P2. Design communication objectives for a given organisational situation.
Amazon is an American electronic commerce and cloud computing Multinational Corporation.
Jeff Bezos founded it in 1994 and in a short of time; organization has attained the position of the
largest retailer in the world in terms of revenues and market capitalisation. Primary reason
behind this is its huge product offering and effective communication channels for promoting
those products amongst the target market. Along with this, market entry strategy is another
effective strategy for the organization in terms of attainment of success, growth and sustainable
development. Recently, organization has introduced Alexa in the global market which is a
revolutionary product and primary aim of this product is to provide an artificial assistant to the
public who will play music, tell weather conditions, news, sport updates and many more (Kotabe
& Helsen, 2014).
With regards to this, organization is promoting their new product through every possible medium
of advertisement and promotion in order to target large area the marketplace. Currently, Alexa is
available in English, French, German, and Japanese language and soon it will be launched in
other languages in order to target more people. In order to promote Alexa, organization has
mainly focused over digital media strategies, television marketing, and certain effective
traditional modes of marketing such as newspaper advertisement, board hoardings, etc. (Charter,
2017).
Amazon has introduced Alexa as an artificial assistant in Echo and Echo Dot products. In
relation with their promotion in the market, organization has adopted various marketing and
promotional services. Marketing and promotional strategies are adopted with the objective of
generating the demand for the product in the target market. Every organization set up certain
expectations from every product and Amazon’s expectations from Alexa is huge as it is the core
product of Amazon and it is first step towards artificial intelligence. Success and development of
Alexa will help the organization to create an effective image in the artificial intelligence
industry. This will expand organizational business along with the attainment sustainable
development in the global market.
In relation with Alexa, organizational communication objectives are as follows:

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 Along with the common objectives such as enhancing profits, revenues, and sales,
organizational communication objectives are advanced as well as unique. Amazon is a
customer centric organization in relation with maintaining their customer centric
approach, organizational main objective is increasing customer satisfaction (Tarhini,
Ammar & Tarhini, 2015).
 Amazon allows its users to access a personalised homepage in relevance with their
history of purchases and the items viewed. This develops a personal interaction between
organization and customer, which is an essential element in terms of development of
organizational positive image amongst the target audience.
 Communication objectives of Amazon also include development as well as maintenance
of personal relations with the existing and potential customers. This is a form of customer
retention strategy, which helps the organization to defend its acquired position in the
market.
 Amazon also allows its customers to post reviews, feedbacks and their opinion after
purchase and consumption of product and service respectively. Along with this,
marketing team also takes care for the feedbacks given by the customers. Strict and quick
actions are taken so that the desired goals could be attained as well as by developing a
reliable and customer centric image in the target market (Wang, Pauleen & Zhang, 2016).
 Organization regularly launches discounted prices offers, festivals offers, etc. and
markets the same amongst the target audience through multiple advertising channels in
order to spread awareness amongst the existing as well as amongst the new customers.
 In terms of advertisement and promotion, primary motive is to build appropriate relations
with the consumers, thus, content of advertisement is also designed by analysing the
customer’s latest requirements, trending topics, consumer behaviour as well as based on
purchasing power of consumers.
 It is the strategy of Amazon that while promoting their products and services, they
focuses on portraying the real picture of the product rather highlighting the irrelevant
features just for the purpose of sales promotion. This has helped the organization to set up
its brand loyalty in global market along with gaining leading position in terms of
marketing capitalisation and revenues across the globe (Mamic, 2017).

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 Apart from the above objectives, organizational other communication objectives are
meeting target customer’s demands. Concerning this, organization invests a huge amount
into R&D and market research analysis so that target audience’s demand could be
analysed. This helps the organization to design the same sort of products and services,
which are required amongst them, and it helps the organization to increase customer
satisfaction along with imparting an effective image in the target market.
 Amazon creates advertisements and promotional campaigns in such as ways so that it
could be an eye-catching event for the target audience. Along with this, they also use eye
catching images and colours in their website so that consumer could spend as more as
possible time due to consumers start feeling the necessity of unwanted products.
Primary motive behind these communication objectives are also attracting target audience
towards organization and its products, developing brand loyalty amongst the target audience,
generating demand for the organizational products through highlighting their USPs, etc. In terms
of attainment of these objectives, Amazon uses traditional as well as non-traditional media. Each
form of media has its own unique advantages. In terms of traditional forms of marketing,
television, radio, magazines, newspaper, etc. are the primary sources through which organization
promotes as well as communicate with the target audience in relevance with the products and
services. Whereas, non-traditional forms of media used by organization are display advertising,
social media, search marketing, email marketing, etc. for the motive of attaining its desired
communication objectives (Turban, et. al., 2017).

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P3. Provide justifications for the selection and integration of communications channels
chosen.
Communication channels are adopted for transferring information as well as for spreading
awareness amongst the organizational stakeholders. Stakeholders for the organization are
employees, board of directors, shareholders, customers, suppliers, investors, etc. In relation with
every update or any new action taken by organization irrelevance to its nature, it is necessary to
communicate amongst these shareholders in order to avoid glitches in organizational
functionality. Thus, when marketing team develops and forms marketing strategies with the
objective of promoting products and services of organization, it is necessary to provide
information regarding the marketing strategies to every other party that will get affected after
implementation of strategies (Turban, et. al., 2015). Apart from this, communication channels
also help the organization to develop interaction amongst the teammates, employees and workers
through which the desired goals and objectives could be attained. With the effective
communication channels, employees could remain on the same page as expected and directed by
the top-level management, which becomes the appropriate method for the purpose of attainment
of desired goals and objectives.
With the help of effective communication mediums within the workplace, employees could
easily confront the challenges as well as the issues, which arise due to various reasons such as
shift in consumer demands, perception, taste and their behaviour. Effective communication
methods helps in developing a n interactive workplace environment which promotes employees
to share their feedbacks, views and opinions while forming benchmarks for the product’s quality,
customer satisfaction and in relation with other aspects (Gregory, Ngo & Karavdic, 2017).
Effective communication method also promotes an employee to reach to the top-level
management without facing barrier in between the reaching process and without any fear;
complaint or any type of suggestion for improving the organizational functionality could be
communicated to the top-level management. Regular communication amongst the management
and employees helps them to remain on the same page in relation with the accomplishment of
tasks of the organization along with the attainment of goals and objectives.

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The communication channels selected and implemented by organization concerning the
marketing and promotion of its products and services are effective as well as efficient.
Organizational marketing team has analysed the market conditions, consumer behaviour and the
demand of target audience in relevance with the selection of marketing strategies. In relation
with targeting every type of customer, integration of traditional as well as non-traditional form of
communication channels have been adopted. With the help of these channels, organization could
easily spread awareness amongst the products and services of organization in the target market
along with effectively approaching to the target and potential customers. Every media method
has its own unique advantage and to gain the maximum outcomes from the implementation of
strategies of the organization, marketing team of the organization creates effective
advertisements with simple and clear messages with the aim of targeting right audience
concerning the particular product (Laudon & Laudon, 2016). Amazon offers millions of
products, thus, it is not possible to promote every product, hence, organizational marketing team
has segregated the products and formed certain categories such as grocery, fashion, electronics,
etc. Then these products are promoted in the target market with the appropriate medium of
media.
As Amazon is using both traditional as well as non-traditional forms of media in terms of
communicating with the target audience, it is required for the organization to fulfil target
audience’s demand by serving them with their required products and services. Every media form
has its own effectiveness and it contributes to the omnipresence of the company. Organizational
media mix contains various tools and techniques and one of the effective tools in organizational
media mix is newspaper. Newspaper is one of the necessity goods and it is one of the great
sources of transfer of information. Thus, Amazon also utilises this platform in order to reach out
to the large customer group (Nica & Potcovaru, 2015). Amazon has diverse customer base and
for targeting every group of customers, its marketing team has adopted different media mix.
Social media platforms are also used widely and wisely in order to approach to the target
customers. Social media techniques help the organization to cover the large area of the target
market, which ultimately helps in building brand reputation amongst the target audience. In this
whole scenario, every media mix has its own capacity of targeting the selected audience group.
For example, newspaper advertisements are only effective when one of the target customers

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reads the newspaper; otherwise, it will not be effective. But in the scenario of social media and
email marketing, those people could be targeted who had showed certain level of interest
amongst the particular products and services along with targeting the new customers by offering
them attractive deals such as discounted prices, and many other offers (Benbasat, 2014).
The foremost objective of adopting and implementing a promotional strategy is spreading
awareness amongst the target audience along generating demand for the products and services
sold by organization. Thus, communication channels adopted and implemented by the marketing
team of Amazon are appropriate because it has helped the organization to attain positive
outcomes along with acquiring the leading position in the electronic commerce industry with
millions of product offerings (Strauss & Frost, 2016).

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P4. Create a marketing communications plan that effectively meets communication
objectives for a given organisational situation.
Integrated marketing communication integrates all the promotional tools in order to promote
organizational products and services in the selected marketplace. Concerning to this,
organization could easily promote its products and services in an appropriate manner. Along with
this, organization could easily spread awareness amongst the target audience. Primary objective
of organization with relevance to the promotion are enhancing demand, revenues and the
profitability of the organization.
Advantages are many in relation with IMC plan such as it creates competitive advantage, boost
profits and sales along with saving time and money. IMC helps the organization to stay around
the customers in all stages of buying process. It is also essential in terms of building relationship
with the customers along with developing a positive image of the organizational products’
image. It stretches message across all communication tools in terms of spreading awareness
amongst the customers along with generating demand amongst them.
IMC plan is an essential element of marketing as well as for whole business plan. It is typically a
six-step plan, which is implemented with the objective of utilising all the marketing activities in
order to execute same idea in an appropriate manner. Following are the crucial steps of IMC
plan:
 Know you target audience
 Executing situational analysis
 Determining marketing objectives
 Determining the budget for promotion and advertisement activities
 Developing strategies and tactics to execute the plan in an appropriate manner
 Evaluation and measurement techniques so that the positive outcomes could be attained
Every step has their own importance and effectiveness in terms of execution of the plans in order
to enhance organizational performance. The first step helps the organization to determine its
target audience in the new market and then situational analysis is executed so that target
audience could be targeted along with analysing organizational internal and external strengths

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and weaknesses. The third step determines the plans and strategies for accomplishing marketing
communication objectives through which the desired objectives could easily be accomplished.
Further, budget needs to be determined so that the marketing activities could be allocated with
required budget. Next step is implementation of marketing strategies and tactics followed by the
evaluation and monitoring control activities in order to accomplish the desired goals along with
determining the errors and challenges faced during the implementation of tactics.
Primary objective of a marketing plan is to enhance and generate demand for the organizational
products and services in the target market. Apart from this, marketing communication plan also
invites customers to share their feedbacks and views regarding organizational products and
services. With this regard, organization creates attractive messages, tag lines and slogans for
developing an effective image in the target audience’s mind-sets. Amazon uses bright colours
and images in its website so that customers’ interest could be developed. Along with this,
organization also uses creative content in its advertising strategies so that customers could easily
be targeted. Effective advertising and promotional strategies helps the organization to develop its
unique image in the market along with segregating it from its competitors (Cornelissen &
Cornelissen, 2017).
Marketing communication plan is developed for highlighting the USPs of the products and
services offered to the target audience. Another primary objective of a marketing communication
plan is to analyse the target audience’s needs, demands, and wants so that appropriate products
and services could be offered to them in relation with gaining positive outcomes. Marketing
communication plan is also effective in terms of analysing the level of competition in the target
market along with determining the strategies adopted and implemented by the competitors
(Kotler, 2015). With the help of this, organization could easily develop its strategies more
effective through which desired goals could be attained along with the attainment of competitive
advantage. Apart from this, it is essential for the organization to adopt dynamic strategies, which
could generate positive outcomes irrelevance to the circumstances of situations along with
meeting with the challenges and the issues, which may arise while performing organizational
functions (Fill & Turnbull, 2016).

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Amazon has adopted two ways communication techniques through which flow of
communication amongst the target audience and organization could pass in an effective manner.
Major objective of communication plan used by an organization is to spread awareness amongst
the target audience with relevance to its products and services so that desired outcomes such as
enhancing revenues, sales and profitability could be attained. Two ways communication process
helps organization to communicate with its target audience in an effective manner in relevance
with the sharing information to them in terms of introduction of new products and services and
regarding any other updates. This communication process also offers customers to directly
connect to the organization and could get resolved their queries, issues faced by them with the
usage of product, etc. (Verhoef, Kannan & Inman, 2015).
Marketing communication plan of Amazon focuses on both modes of media mix i.e. traditional
as well as non-traditional forms of media. Both the mediums have its own advantages, which
lead the organization towards success, growth and sustainable development in the target market.
Traditional forms of marketing channels used by Amazon are newspaper, magazine, radio,
television, etc. Recently, organization is using traditional forms of marketing channels much
more in comparison to the non-traditional forms of marketing mediums for promoting their new
product i.e. Alexa (Smilansky, 2017). Main aim behind this is approaching to large group of
customers in the target market through which the demand could be generated by making the
target audience feel the demand for the product. Television marketing is one of the tools, which
are mainly used for promoting Alexa amongst the target audience. Amazon is a customer centric
organization, thus, they regularly update their marketing messages and the promotional
campaigns in such a manner so that brand loyalty could be maintained along with the utilisation
of available resources of marketing. The biggest reason Amazon selected TV was its ability to
drive action and see a measurable difference. Company always tries to develop certain level of
curiosity amongst the customers regarding the upcoming offers, products by displaying them a
teaser for the same.
While moving towards the non-traditional mediums used by organization in terms of promoting
its products and services in the target market, it could be analysed that, Amazon majorly focuses
over artificial intelligence and big data analysis to collect the data regarding the customer who
showed certain level of interest amongst the organizational products, services, etc. Further,

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organization targets those customers personally through email marketing and social media
platforms. For example, if a customer is searching for casual shoes over Amazon’s website and
he showed interest in two or three pairs of shoes but did not purchased. From that point,
organizational approaching activity starts and as soon as possible, that consumer will surf social
media platforms and email, he will found suggestions and ways to purchase the particular
product. Organization believes that when the same product or service comes in front of a
consumer’s eye, after a certain point of time, need for the product generates along with
developing an effective image in the customer’s mind-set in relation with the product. Apart
from this, display advertisements have also become the major factor for organizational success
and growth. These advertisements are shown on other websites i.e. third party websites and are
typically in the form of banner ads near the top of the page. This also helps the organization to
develop an effective image amongst the target audience along with imparting knowledge
amongst them for the products and services promoted by the organization (Ashley & Tuten,
2015).
With the help of these platforms, organization could easily attain its communication objectives.
Currently, Amazon is one of the largest electronic commerce company and ruling the whole
industry in terms of market capitalisation across the globe. With more than millions of products,
organization has been able to target large group of customers. Along with this, organization also
believes in the customer satisfaction, thus, organizational main motive is to satisfy consumer’s
needs by providing them the products as per their requirements (Kumar, 2015).

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P5. Critically evaluate a marketing communications plan in relation to the communication
strategy, channel choice, creative content.
In terms of evaluation of communication plan of Amazon, ten out of ten marks could be given,
as it is the mixture of all elements available in the market in terms of marketing and promotion.
Every marketing medium has its own significance and in relation with this, organizational
marketing team has analysed each medium’s effectiveness and implemented at the right spot
from where the maximum outputs could be generated. All elements of marketing mix used by
organization are consistent and congruent across all the communications to its customers. Thus,
it could be said that Amazon’s integrated marketing communication plan is superior as well as
effective in terms of other marketing communication plans (Blakeman, 2018).
Marketing communication plan of Amazon include both traditional as well as non-traditional
mediums, which are as follows:
Traditional forms of marketing mediums:
 Newspaper
 Magazine
 Radio
 Television
Non-traditional forms of marketing mediums:
 Email marketing
 Display advertisements on third party websites
 Social media platforms
 Sales promotions
 Direct marketing
 Public relation campaigns
In terms of evaluating, the effectiveness of these mediums adopted and implemented by the
organization in terms of attainment of the desired goals and objectives. Motive of marketing
communication plan is to develop some sort of relationship between organization and its

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customers. This relationship helps the organization to retain its customers along with targeting
new ones through which the common objectives of every organization such as increasing
demand of the organizational products and services, increased revenues as well as development
of an effective image in the target market along with gaining competitive advantage. As,
Amazon is one of the largest online retailer across the globe and in relation with maintaining the
acquired position because the close competitors are also adopting unique measures in terms of
marketing and promotion for the purpose of attainment of leading position (Parente &
Strausbaugh-Hutchinson, 2014).
Apart from this, two ways communication process adopted by the organization is another major
highlight of Amazon’s marketing communication plan. This communication process helps the
organization to take feedbacks and opinions of the target and potential customers through various
mediums of marketing used by organization in their IMC plan (Batra & Keller, 2016). Primary
sources of through which organization obtain feedbacks and opinions from the customers in
relation with the products’ quality, services and related to other queries are social media
platforms, email marketing and the organizational official website under customer feedback
section. Customers could also interact with the organization through the customer care
representative appointed by organization especially for handling customer’s queries, and for
providing them regular updates regarding the offers, discounts, etc. These measures are
especially adopted for building positive interaction with the consumers along with developing an
effective and positive image in the customer’s mind-sets (Killian & McManus, 2015).

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Conclusion
From the aforesaid information, it can be concluded that integrated marketing communication
plan is an effective approach in terms of approaching to the target audience in an effective
manner. Apart from this, primary objective of marketing communication plan is to spread
awareness amongst the target market in relevance with the products and services of organization.
With the help of above discussed marketing strategies, organization could easily attain its desired
goals and objectives along with developing an effective image in the market. IMC also helps the
organization to impart the unique features, KRAs of organization, and other specialities amongst
the target audience. In this report, marketing communication plan of Amazon has been discussed
as well as evaluated. From evaluating the marketing channels, communication objectives,
selection and integration of communication channels to the discussion of marketing
communication plan and its evaluation has been covered in this report. Concerning this, it could
be said that all promotional mix elements discussed above are effective as well as consistent in
terms of communicating with the customers as well as in terms of targeting new customers.

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