This report outlines an integrated marketing communication (IMC) plan for Amazon, focusing on creating marketing communication goals and objectives, redesigning the message, identifying the key target audience, selecting the appropriate marketing communication mix, and creating a media schedule with budgets based on reach, frequency, and continuity. The plan includes increasing brand awareness, website traffic, and app downloads, as well as driving positive sentiment on social media. The target audience is segmented geographically, demographically, behaviorally, and psychographically. The marketing communication mix incorporates television, social media, event marketing, newspaper advertising, billboards, and digital advertising. Finally, the report suggests campaign evaluation methods using social, digital media, and print metrics to measure the impact of the marketing campaign. Desklib offers a variety of study tools, including past papers and solved assignments.
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