Prior to beginning work on this assignment, review Chapter 13, Chapter 14, and Chapter 15 in the text.

Integrated Marketing Communication (IMC) Strategies

The purpose is to analyze an integrated marketing communication (IMC) campaign of the mentor company will be Amazon

Part 1

In the first part

• Identify an IMC campaign for your mentor company - Amazon .
• Choose at least four examples of that campaign across different types of media (e.g., TV, print advertising, digital ads, outdoor ads, social media ads, etc.).
  • Choose at least one print and one digital.
• Provide a copy of the image you find or the URL link to the ad in your paper.
  • Hint: To find ads, search the web, moat.com, or major advertising publications, such as Adweek, for articles about your brand's ad campaign. Searching your company's YouTube channel, Twitter account, Facebook page, or other social media platforms for recurring ad messages would be helpful too. Pay attention to find unified ads across various media.
• Analyze the ad in each medium.
  • Describe how the medium's unique characteristics is being used to display the ad.
• Explain what elements unify the campaign across different media to make it count as an IMC.

Part 2

Once you completed the previous steps, complete the following:

• Identify another marketing communication activity from your mentor company - Amazon other than advertising, such as sales promotion, sponsorship, product placement, personal selling, direct marketing, all of which were outlined in the reading.
• Describe the details.
  • Provide a link to a visual component of the activity.
• Compare it to the IMC campaign you identified.
• Discuss to what extent they are aligned and would tell the same story for the brand.
• Discuss one strength and one weakness of this marketing communication activity.