1. Integrated Marketing Strategy Kindle 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. 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. Why are we here?

4. The Media Plan

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

6. Media Plan : Newspapers Paper and sectionCostInserts New York Times (main)$579,16212 New York Times (book review)$546,35510 Wall Street Journal (Review)$1,327,0686 Boston Globe (main)$160,88412 Boston Globe (book review)$159,33010 The Seattle Times (main)$146,88012 The Seattle Times (book review)$143,19010 The Washington Post (main)$327,73212 The Washington Post (arts)$364,39010

7. Station Domination Media Plan: Out-of-home TypeLocationCostTiming South StationBoston$57,690 4 week intervals: Feb, May, Aug/Sept, and Dec Penn StationNew York$115,951 Union StationDC$69,178 Westlake StationSeattle$69,090 future TransBay Transit CenterSan Francisco$99,705 Total planned for OOH in 2 formats: $499,545 (6%)

8. Media Plan: Out-of-home Train wrap TypeLocationCostInsertsTiming Amtrak NorthEast Regional Train WrapNortheast Corridor$87,9313 4 week intervals: Feb, May, Aug/Sept, and Dec