The Fire You Can Play with Campaign
Upcoming SlideShare
Loading in...5
×
 

The Fire You Can Play with Campaign

on

  • 2,108 views

As a team our challenge was to create an ad campaign that would competitively place the Kindle FIre next to or above the Apple iPad in the eyes of our target market 18-24 year olds. Spring 2012.

As a team our challenge was to create an ad campaign that would competitively place the Kindle FIre next to or above the Apple iPad in the eyes of our target market 18-24 year olds. Spring 2012.

Statistics

Views

Total Views
2,108
Views on SlideShare
2,108
Embed Views
0

Actions

Likes
0
Downloads
21
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • (A) NOVELNY, "Business & Company Resource Center Current Company: Amazon.com Inc.." Accessed March 18, 2012. http://galenet.galegroup.com.rlib.pace.edu/servlet/BCRC?vrsn=unknown&locID=nysl_me_pace&srchtp=glbc&cc=1&c=1&mode=c&ste=74&tbst=tsCM&tab=4&ccmp=Amazon.com Inc.&mst=amazon&(the whole slide is from the source)
  • http://phx.corporate-ir.net/phoenix.zhtml?p=irol-irhome&c=97664(B)Bezos, Jeffrey P. Amazon.com Inc., "2010 Shareholder Letter." Accessed March 18, 2012. http://phx.corporate-ir.net/External.File?item=UGFyZW50SUQ9OTA4ODB8Q2hpbGRJRD0tMXxUeXBlPTM=&t=1. (C)http://phx.corporate-ir.net/phoenix.zhtml?c=97664&p=irol-faqAmazon.com Inc., "FAQs." Accessed March 18, 2012. http://phx.corporate-ir.net/phoenix.zhtml?c=97664&p=irol-faq.
  • (E )Amazon.com Inc., "Kindle Fire - Full Color 7" Multi-Touch Display with Wi-Fi - More Than a Tablet." Accessed March 18, 2012. http://www.amazon.com/gp/product/B0051VVOB2/ref=famstripe_kf.
  • Whitney, Lance, and First . "One-third of U.S. adults will own a tablet by 2016, says report ." CNET News, March 7, 2012. http://news.cnet.com/8301-1023_3-57392478-93/one-third-of-u.s-adults-will-own-a-tablet-by-2016-says-report/ (accessed March 15, 2012). (12)Friedman, Stan. "The Shape of Things to Come." Library Journal. 137. no. 3 (2012). http://search.proquest.com.rlib.pace.edu/abiglobal/docview/918980125/1356DE2196F7752F5EB/6?accountid=13044 (accessed March 15, 2012). (11)
  • Rassweiler, Andrew. "Amazon Kindle Fire Costs $201.70 to Manufacture ." isuppli.com. (2011). http://www.isuppli.com/Teardowns/News/Pages/Amazon-Kindle-Fire-Costs-$201-70-to-Manufacture.aspx (accessed March 15, 2012). (7)
  • "Kindle Fire Newsstand." (online forum message). Amazon Press Releases. Novem 11, 2011. http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol- (3)"Amazon Apss." (online forum message). Amazon Press Releases. Novem 09, 2011. http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-n ewsArticle&ID=1628440&highlight= (accessed March 15, 2012). (4)"Kindle Owners Lending Library." (online forum message). Amazon Press Releases. Febru 12, 2011. http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol- (5)
  • "The New Kindle Family." (online forum message). Amazon Press Releases. Novem 28, 2011. http://phx.corporate-ir.net/ phoenix.zhtml?c=176060&p=irol- (2)
  • http://www.engadget.com/2011/09/28/amazon-fire-tablet-unveiled-7-inch-display-199-price-tag/
  • http://www.adweek.com/news/advertising-branding/kindle-fire-outpacing-first-ipad-137221
  • http://www.pcmag.com/article2/0,2817,2401552,00.asp
  • http://www.wpp.com/wpp/marketing/digital/kindle-fire-the-ipad-killer.htm
  • Lunden, Ingrid. "Forrester: No Android Tablet Has More Than 5% Share vs iPad. How Does Amazon’s Kindle Fire Compare? ." TechCrunch.com (blog), March 05, 2012. http://techcrunch.com/2012/03/05/forrester-no-android-tablet-has-more-than-5-share-vs-ipad-how-does-amazons-kindle-fire-compare/ (accessed March 15, 2012). (9)
  • Patel, Kunur. "Amazon Kindle Fire Ignite Tablet Media Consumption." AdAge, Sept 28, 2011. http://adage.com/article/mediaworks/amazon-kindle-fire-ignite-tablet- media-consumption/230086/ (accessed March 15, 2012). (1)Friedman, Stan. "The Shape of Things to Come." Library Journal. 137. no. 3 (2012). http://search.proquest.com.rlib.pace.edu/abiglobal/docview/918980125/1356DE2196F7752F5EB/6?accountid=13044 (accessed March 15, 2012). (11)Whitney, Lance, and First . "One-third of U.S. adults will own a tablet by 2016, says report ." CNET News, March 7, 2012. http://news.cnet.com/8301-1023_3-57392478-93/one-third-of-u.s-adults-will-own-a-tablet-by-2016-says-report/ (accessed March 15, 2012). (12)
  • Bell, Donald. CNET, "Tablets: Bruised and confused at CES 2012 ." Last modified January 14, 2012. Accessed March 15, 2012. http://ces.cnet.com/8301-33378_1-57358766/tablets-bruised-and-confused-at-ces-2012/. (10)Bell, Donald. CNET, "Tablets: Bruised and confused at CES 2012 ." Last modified January 14, 2012. Accessed March 15, 2012. http://ces.cnet.com/8301-33378_1-57358766/tablets-bruised-and-confused-at-ces-2012/.
  • CONCANNON, G. "The Difference Between Mobile and Tablet Advertising The Difference Between Mobile and Tablet Advertising ." Advertising Agency Blog (blog), February 21, 2012. http://www.advertisingagencyblog.com/automotive-advertising/the-difference-between-mobile-and-tablet-advertising (accessed March 15, 2012). (13)Apple, Inc, "TV Ad: This Good." Accessed March 15, 2012. http://www.apple.com/ipad/videos/. (14)Reisinger, Don. CNET, "Amazon fires shot at iPad's screen glare, price in new Kindle ad ." Last modified February 9, 2012. Accessed March 15, 2012. http://news.cnet.com/8301-13506_3-57374017-17/amazon-fires-shot-at-ipads-screen-glare-price-in-new-kindle-ad/. (15)Barnes and Noble, "TV Ads: Introducing NOOK Tablet." Accessed March 15, 2012. http://www.barnesandnoble.com/u/NOOK-TV-Ads/379003318/ . (16)
  • Simmons
  • Simmons
  • Simmons
  • Simmons
  • Simmons
  • ("Amazon Is What Customer-Focused E-Commerce Looks Like" 2009)
  • Shows girls listening to music on the kindle fire (maybe about a specific artist) – a friend comes up and whispers in their ears – the girls quickly look up magazine article about some celebrity rumored to be in town – (MAYBE)they run out the door (or just appear to be going somewhere) – they are sneaking in to an underground party/concert – they pop up in the crowd to (Adele’s “Set Fire to the Rain” song either being played and/or remixed) – the camera then shows only the stage and the artist/DJ– the camera pans out to show the whole concert/DJ thing is actually being watched on the Kindle Fire by the main girl you saw holding it in the beginning.Sometimes in life there are risks you want/have to take to enjoy the experiences you want to have It takes one spark to kindle (the fire) (the imagination)Sometimes in life, to enjoy the experiences you want to have, there are risks you have to take. Other times there is the Kindle Fire. Movies, Music, Magazines (etc.). The Kindle fire. Fire you can play with.

The Fire You Can Play with Campaign The Fire You Can Play with Campaign Presentation Transcript

  • AMP Groupe Eugene Lee Laura HinkelMarketing 321- Kristy HaefelinSection 20468 Vijeta MalhotraProfessor Nankin Niamh Soraghan
  • Table Of Contents Executive Summary………………3  Creative Brief: Situation Analysis: Objectives………………….………..45 Company History…………………5 Brand Advantages Company Overview……………..6 & Disadvantages………………...46 The Product………………….…….7 Target Audience Profile…….……...47 Product Strategy……………….…8 Campaign Characteristics………..48 Pricing Strategy………………,…..9 Reason to Believe……………….…..49 Promotion……………………....…10 The Advertisements…………….......50 Below The Line Programs…………..56 Placement Strategy…………….12 Sales Promotion…………………..57 Current Media Use……….….…,,13 Direct Response………………….58 Current Positioning…………,…...16 Sponsorship……………………….59 Industry Research……………...,..17 Media and Budget………………….60 Competition………………………21 TV Advertising………………………..61 Consumer Research…..……...…23 Print Advertising……………………..63 Target Audience…………………26 Internet………………………………..64 Media Habits……………………..28 Budget Breakdown…………………65 Primary Research…………………32  Bibliography………………………...66 SWOT Analysis……………………43
  • Executive SummaryThe Kindle Fire is the newest tablet to the market. It is owned byAmazon, Inc., the world’s largest and most trusted online retailer. Whilethe Kindle Fire increased the tablet market by 14% in one quarter, thetarget segment of 18-24 year olds view the Kindle Fire as cheap and oflow status compared to the ―Fire’s‖ fiercest competitor, the New iPad.Research done by AMP GROUPE has found the target market to beheavy consumers of media that seek sleekness that will give them status.The ―Fire You Can Play With Campaign‖ gives the segment a vicariousexperience with the Kindle Fire.Our integrated marketing campaign has both below and above the linemarketing tactics to reach our target audience. Traditional media suchas TV and Print as well as online and promotional advertising will helpcreate awareness among the target market and increase sales. Niamh Soraghan Kristy Haefelin3
  • Situation Analysis
  • The beginning of a business plan…. 1 Company History July 1995 After funding is secured, Jeff Bezos launches Amazon.com on the World Wide Web. 1997 838% increase in sales; sales grew from $15.7million in 1996 to $147.8 million. July 1999 Amazon.com expands the offerings available by creating Amazon Toys and Amazon Electronics November 2000 First Free Super Saver Shipping Offer (Orders over $100) is introduced and the Marketplace is launched. 2006 Launch of Amazon Web Services (AWS)—cloud computing November 2007 Amazon broke into the E-reader market with the introduction of the Kindle and the Kindle 2 in February 2009. September The Kindle Touch, Kindle Fire and Amazon Silk are introduced 20111 Amazon Company Profile as found from the "Business & Company Resource Center." Accessed March 18, 2012. Laura Hinkel 5http:galenet.galegroup.com.rlib.pace.eduservletBCRCvrsn=unknown&locID=nysl_me_pace&srchtp=glbc&cc=1&c=1&mode=c&ste=74&tbst=tsCM&tab=4&ccmp=Amazon.com Inc.&mst=amazon&
  • …Led Amazon to become one of the largest online retailers… Company Overview  Continuous focus on the consumer and long term goals to achieve a strong Mission Statement: brand and market leadership. 2 ―Our vision is to be earth’s most  Amazon is constantly evolving customer centric company; technological innovation to provide to build a place where customers with what they want 2: people can come to find  Low prices and discover anything they  Free shipping on orders $25 and above.  Vast selection of products and brands might want to buy online.‖ 3  Convenience ―Invention is in our DNA and  ―1-Click Shopping‖ gives the customer a convenient checkout experience. technology is the fundamental tool  Amazon Silk we wield to evolve and improve every aspect of the experience we  ―Buy Once, Read Everywhere‖ Kindle apps. provide our customers.‖ -Jeffery P. 2  Personalized selling gives the customer a Bezos, President tailored and express shopping2 experience. Bezos, Jeffrey P. Amazon.com Inc., "2010 Shareholder Letter." Accessed March 18, 2012. http:// phx.corporate-ir.net/External.File?item=UGFyZW50SUQ9OTA4ODB8Q2hpbGRJRD0tMXxUeXBlPTM=&t=1.3 Amazon.com Inc., "FAQs" Accessed March 18, 2012. http://phx.corporate-ir.net/phoenix.zhtml?c=97664&p=irol-faq. Laura Hinkel 6
  • …And introduce the Kindle to the retail market… The Product THE KINDLE FIRE  Offers a one-click payment  The Kindle Fire comes option so Kindle owners pre-loaded with an can purchase without re- email app, which can entering a password each be set up to any email $199. time. 5 service, Amazon’s Silk Browser, Netflix, Hulu  With partners such as and Pandora. Fox, CBS, and NBC Universal, Amazon Prime Whispersync technology allows  members have access to the Kindle user to sync and easy streaming of over access content 100,000 Movies and TV (notes, data, library, movies, e- Shows. 5 books, etc.) where they left off, across all of their devices. 44 Amazon.com Inc., "Amazons Innovations for Our Planet." Last modified 12/2011. Accessed March 18, 2012.http://www.amazon.com/b/ref=gw_m_b_corpres?ie=UTF8&node=13786321.5 Patel, Kunur. "Amazon Kindle Fire Ignite Tablet Media Consumption." AdAge, Sept 28, 2011.http://adage.com/article/mediaworks/amazon-kindle-fire-ignite-tablet-media-consumption/230086/ 7(accessed March 15, 2012). Kristy Haefelin
  • …In order to fulfill the needs of consumers… Product Strategy Jeff Bezos, CEO at Amazon, says “ We don’t look at the Kindle as a tablet. We look at it as a service. “ 6 Forrester Research Analyst Sarah Rotman Epps explains the trends in the ―Jill Ambrose, chief marketing Tablet Market: ―It’s about the officer of CourseSmart, a services‖ She Says: ―What you can do leading digital textbook with the device—which is why provider, commented that her company is not interested in Apple, Amazon, and Barnes and supplying content for e-readers Noble have succeeded in the U.S. because students want devices where pure hardware plays have that do more than just one 6 failed.‖ 7 thing.‖6 Friedman, Stan. "The Shape of Things to Come." Library Journal. 137. no. 3 (2012). http:// search.proquest.com.rlib.pace.edu/abiglobal/docview/ 918980125/1356DE2196F7752F5EB/6?accountid=13044(accessed March 15, 2012).7 Whitney, Lance, and First . "One-third of U.S. adults will own a tablet by 2016, says report ." CNET News, March 7, 2012.http://news.cnet.com/8301-1023_3-57392478-93/one-third-of-u.s- adults-will-own-a-tablet-by-2016-says-report/ (accessed March Kristy Haefelin 8
  • …At a price that is affordable for everyone… 8 Pricing Strategy THE KINDLE FIRE EXPEDITURE “CFO Tom Szkutak says that Kindle sales grew 177% over the last holiday season” 98 Rassweiler, Andrew. "Amazon Kindle Fire Costs $201.70 to Manufacture .‖ isuppli.com. (2011). http://www.isuppli.com/Teardowns/News/Pages/Amazon-Kindle-Fire-Costs-$201-70-to-Manufacture.aspx(accessed March 15, 2012). 99 "The New Kindle Family." (online forum message). Amazon Press Releases. Novem 28, 2011. http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol- Kristy Haefelin
  • …with promotions to attract a variety of consumers… Promotion Strategy10 AMAZON.COM  Free Cloud Storage up to 5GB for any Amazon User  Amazon Prime  Amazon Prime Members experience free two-day shipping, unlimited instant streaming of Movies and TV Shows, thousands of book for just $79 a year  Amazon Student  Members of Amazon student can be an Amazon Prime Member for 50% less the price  Amazon Mom  Free for Amazon Prime members, members of Amazon Mom receive 20% off diapers and wipes along with other exclusive deals and discounts10 Amazon, Inc, "Free Cloud Storage." Accessed March 15, 2012. https://www.amazon.com/clouddrive/learnmore. Kristy Haefelin 10
  • …to whom Amazon offer’s an array of services… Promotion Strategy THE KINDLE STORE  The Kindle Fire Newsstand has over 400 magazines and newspapers. Conde Nast gave Kindle Fire owners who signed up before March 1, 2012 an exclusive free three-month trial of up to 17 top magazines including Vanity Fair, GQ and Glamour. 11  The Kindle store gives the user recommendations for apps they may like and offers a weekly free app to users. Apps have been given for free originally costing $10. 12  Kindle Owners Lending Library: Growing for Amazon Prime Members that have a kindle. Users can now borrow books for free onto their Kindle Fire. 13  Commercial Free Streaming  Books are offered at $9.99 or less  Free One Month Trial of Amazon Prime11 Amazon, Inc, "Free Cloud Storage." Accessed March 15, 2012. https://www.amazon.com/clouddrive/learnmore.12 "Kindle Fire Newsstand." (online forum message). Amazon Press Releases. Novem 11, 2011. http://phx.corporate-ir.net/phoenix.zhtml? c=176060&p=irol-13 "Kindle Owners Lending Library." (online forum message). Amazon Press Releases. Febru 12, 2011. http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol- (5) Kristy Haefelin 11
  • …as well as a wide variety of places to purchase. Placement Strategy14  The Kindle can be found online on Amazon.com among many other online retailers.  Sold in over 16,000 stores across the United States. (2)  Best Buy, Target, Wal-Mart, Staples, Sam’s Club, RadioShack, Office Depot and others.  Places such as Best Buy allow shoppers to play with the Kindle Fire and the rest of the Kindle Family in store before making a purchase. Kristy Haefelin 1214 "The New Kindle Family." (online forum message). Amazon Press Releases. Novem 28, 2011. http://phx.corporate-ir.net/ phoenix.zhtml?c=176060&p=irol-
  • Amazon uses a multitude of media to advertise…. 15 Current Media Usage TELELVISION PUBLIC RELATIONS  Commercials  Press Releases  Events DIRECT INTERACTIVE  Email to Kindle users  Online advertisements and Amazon  Social Media members  Website15 Murph, Daren. Amazon Kindle Fire tablet unveiled: Android-based, 7-inch display, $199 price tag , "Engaget.com." Last Vijeta Malhotra 13modified September, 28, 2011. Accessed March 18, 2012. http://www.engadget.com/2011/09/28/amazon-fire-tablet-unveiled-7-inch-display-199-price-tag/.
  • …Which results in an increase of product awareness… 16 Current Media Usage AD IMPRESSIONS  The Kindle Fire has seen a nearly 19% per day increase in ad impressions since its release in Nov. 2011.  This amounts to hundreds of thousands ad impressions on a monthly basis  According to Millennial Media, the Kindle Fire’s growth in sales has slightly outperformed that of the iPad’s when it was first released in 2010.16 Heussner, Ki Mae. Kindle Fire Outpacing First iPad Amazon tablets ad impressions have grown 19% daily since Vijeta Malhotra 14launch, "Adage.com.‖Last modified December 20, 2011. Accessed March 18, 2012.http://www.adweek.com/news/advertising-branding/kindle-fire-outpacing-first-ipad-137221.
  • …due more specifically because of their commercials. 17 Current Media Usage COMMERCIALS  ―Three Kindles are still less than that…‖ commercial: http://www.youtube.com/watch?v=sulfQHdvyEs  The commercial clearly states that at only a fraction of the price of an iPad, the Kindle Fire is superior in terms of content as well as more affordable. Vijeta Malhotra 1517 Kim, Eugene. New iPad vs. Kindle Fire: Which Tablet is Right for You?, "pcmag.com." Last modified March 14, 2012.Accessed March 18, 2012. http://www.pcmag.com/article2/0,2817,2401547,00.asp.
  • …And the positioning that sets it apart from competitors. 18 Current Positioning  Amazon’s positioning of the Kindle Fire has been very simple and straightforward thus far; they have positioned on price.  With Apple as the obvious rival, Amazon’s rationale behind positioning on price is the fact that the iPad is among the most expensive in the tablet market.  By offering a more affordable alternative, Amazon is trying to reach out and build bridges for more customers in emerging markets. 1618 Johnston, Norm. New iPad vs. Kindle Fire: Which Tablet is Right for You?, "wpp.com." Last modified October, 2011. AccessedMarch 18, 2012. http://www.wpp.com/wpp/marketing/digital/kindle-fire-the-ipad-killer.htm. Vijeta Malhotra
  • Consumers are ready and willing to purchase... 19 Industry Research According to a survey from Forrester Research, 24 % of the 1810 US online adults aged 18+ voted they would consider buying an Amazon Kindle Fire second to the iPad. The survey was conducted in September of 2011 before the Kindle Fire’s release date.19 Lunden, Ingrid. "Forrester: No Android Tablet Has More Than 5% Share vs iPad. How Does Amazon’s Kindle Fire Kristy Haefelin 17Compare? ." TechCrunch.com (blog), March 05, 2012. http://techcrunch.com/2012/03/05/forrester-no-android-tablet-has-more-than-5-share-vs-ipad-how-does-amazons-kindle-fire-compare/ (accessed March 15, 2012).
  • …but have several features to evaluate… Industry Research The tablet industry is focusing on the following four points:  Portability  Size and Weight of the Tablet are becoming big factors for creators when they produce a tablet. Single tablet brands are making tablets of multiple sizes.  37% of USA tablet owners use their device at work 7  Connectivity and Interfacing  Wi-Fi and/or 3G/4G  To have the ability to stream videos, music, and other content across multiple platforms is a huge deal. This means a consumer will have one account, for example, Amazon consumers can access their video streaming account on any tablet, computer, or internet connected TV. This functionality is also addressed through the cloud and is becoming a dominant feature in the tech world. 6  Content  Consumers want access to as much content as possible. The ability to stream, download books, music and games through different apps is highly desired. Consumers are looking for media rich tablets. 6 Apple’s app store’s slogan ―there’s an app for everything‖ lets consumers know that Apple can provide them with a large variety of content. 6  Price  For the Apple iPad the consumer is one with disposable income and is not effected by price6 those that are more price conscience would perhaps go for the Kindle Fire or the Nook. Tablet creators want to give consumers the best value by pricing their tablets fairly according to what the tablet has to offer. Kristy Haefelin 18
  • …to find the tablet right for them. 20 Industry Trends • According to CNET Tablet creators are focusing on three things: Budget, Premium and Mutant. Tech tactics to differentiate.  The Budget  Tablet creators that are concerned with budget are offering devices that can do the most, have the most technological power and still be available to consumers at a low cost.  The Premium  A tablet with the sleekest design. Tablets that fall under this category are comparable to the Apple iPad. These tablets are thin, have high resolution, and aesthetically pleasing.  The Mutant  This category involves tablets that are unique in design and function. Tablets that belong here are those that fold in half, and can go under water without being damaged. Kristy Haefelin 1920 Bell, Donald. CNET, "Tablets: Bruised and confused at CES 2012 ." Last modified January 14, 2012. AccessedMarch 15, 2012. http://ces.cnet.com/8301-33378_1-57358766/tablets-bruised-and-confused-at-ces-2012/.
  • Through advertisements, they can be educated. Industry Trends Research on tablet advertising has found that users prefer ads that take advantage of features such as video, interactivity, and 360-degree views and other eye catching features. 21  Apple’s commercial for the New iPad is all about the ―profound‖ technology that created the highest resolution tablet to date. 22  Kindle Fire advertisements show an easy to consume device with an anti-glare screen at a low cost with up to 5GB free cloud storage. 23  For the Nook it’s all about being the fastest lightest tablet with celebrity endorsers to prove it. 2421 CONCANNON, G. "The Difference Between Mobile and Tablet Advertising The Difference Between Mobile and Tablet Advertising ." Advertising Agency Blog(blog), February 21, 2012. http://www.advertisingagencyblog.com/automotive-advertising/the-difference-between-mobile-and-tablet-advertising (accessedMarch 15, 2012).22 Apple, Inc, "TV Ad: This Good." Accessed March 15, 2012. http://www.apple.com/ipad/videos/.23 Reisinger, Don. CNET, "Amazon fires shot at iPads screen glare, price in new Kindle ad ." Last modified February 9, 2012. Accessed March 15, 2012. http:// news.cnet.com/8301-13506_3-57374017-17/amazon-fires-shot-at-ipads-screen-glare-price-in-new-kindle-ad/.24 Kristy Haefelin 20 Barnes and Noble, "TV Ads: Introducing NOOK Tablet."Accessed March 15, 2012. http://www.barnesandnoble.com/u/NOOK-TV-Ads/379003318/ .
  • With a variety of features comes a variety of competition… Competition TOP COMPETITIORS THE FACTS: Apple iPad ―As tablets are expected Samsung Galaxy Tablet to overtake the volume of sales of laptops by Barnes and Noble Nook 2015, more companies are producing Asus Eee Pad tablets, which increases Motorola XOOM the competition for the Kindle Fire.‖ 25 Acer ICONIA ―In 2012, tablets are Sony Tablet forecast to sell 94 million Toshiba Thrive units, a 53% jump from the 62 million sold in 2011.‖ 26 With a high number forecast in sales, the drive in competition increases and makes it more necessary to differentiate and make the Kindle Fire more appealing than other tablet computers.25 ―Kindle fire lights up tablet market‖ October 10, 2011. GMID. Acquired February 20, 2012.26 Whitney, Lance. ―iPad’s share of tablet market to dip to 62 percentthis year‖ Cnet. February 22,2012 http://news.cnet.com/ 8301-13579_3-57382808-37/ipads-share-of-tablet-market-to-dip-to-62-percent-this-year/#ixzz1nc59Icbu Niamh Soraghan 21
  • …And the Kindle Fire is a fierce competitor. 27 Competition SALES 2011 MARKET SHARE 2011 Brand Units Sold (Millions) Apple ipad Apple 40.5 Barnes and Other, 17 Noble Amazon Samsung 6.1 % Kindle Fire Nook; 5% Amazon 3.9 Samsung Samsung Galaxy Barnes and 3.3 Galaxy; 9% Noble Apple iPad; Barnes and 62% Noble Nook Asus 2.1 Amazon Other Other 9.4 Kindle Fire; 6% Total 65.2 The Kindle Fire is expanding the tablet market and already gaining a considerable amount of the market share. They have the potential to increase that number in future quarters. Niamh Soraghan2227 ―Can Any Competitior Catch the iPad?‖ E-Marketer, March 7,2012 http://www.emarketer.com/Article.aspx? R=1008886&ecid=a6506033675d47f881651943c21c5ed4
  • …With a huge opportunity to become stronger. Consumer Research With so many Tablet 18-24 year olds consumers to gain, the are not heavy ownership is purchasers in higher Kindle Fire has the regards to amongst  opportunity to gain a  handheld people with a large percent of computers or higher level of e-book market share. readers. 28 education.29     In September Tablet ownership Men and Only 29% of 2011, in a survey by is higher amongst women are Americans Pew Internet and people with equally likely owned at American Life higher household to own a least one Project, 78% of incomes. 29 tablet.29 tablet or people answered ―No‖ to owning a e-reader. 29 tablet computer.2828 MRI Medimark REPORTER http://ureporter.mriplusonline.com.rlib.pace.edu/selectdemo.asp29iPad, Kindle Fire Sales help Number of Tablet Owners to Soar over Holiday Season:Pew. The Huffington Post. Niamh Soraghan 23http://www.huffingtonpost.com/2012/01/23/ipad-kindle-fire-sales_n_1222693.html January 13, 2012. Acquired onMarch 30, 2012.
  • They understand what is desired in a tablet… Consumer Research  THE 18-24 YEAR OLD SEGMENT: Tablets are used to 35% of students ages 18-29 check weather answered ―often to using a They want to reports, get laptop, smart-phone or tablet experience headlines and local computer during class time. 30 what cannot news updates, find be easily out about local 83% of people replicated on restaurants and access the a PC. 31 internet on a cell business’, read phone, tablet or Consumers purchase books, magazines, a other device.30 tablets for the unique nd newspapers, and experience of having watch television intuitive user programs and interface, content, appli movies.30 cations and services at30 hand. 31 Pew Internet and American Life Poll. As discovered on the iPoll Question Detail Database. March 4, 2012. Niamh Soraghan 2431Milanesi, Carolina. ―iPad and Beyond: The Future of the Tablet Market. Gartner. September 2, 2012. Accessedon April 4, 2012.
  • …Who their target is… Consumer Research  The educated target segment  Is over 600% more likely to to be a full-time student of any kind.  38.7% of the females 18-24 are full time college students while 27.5% of males 18-24 are a full time college student.  31.6% females 18-24 and 41.8% of males 18-24 have graduated high school. More than half of the target About 13% are Black or African demographic are white. American. Nearly 6% are Asian. 12.1% females 18-24 and 14.5% males 18-24 are of another race.Demographic Information from Simmons Database, accessed on April 4, 2012 Kristy Haefelin 25
  • …And who the target desires to be… Target Audience THE 18-24 YEAR OLD SEGMENT: They enjoy taking risks 32 They like to stand out in a crowd 32 They want to get to the top in their career 32 They crave They like be in control of people and resources 34 high They want to be viewed as brave and courageous 34 They want to pursue a life of challenge & novelty 35 status They believe people copy what they do and and what they wear 34 They want to be funny and amusing 33 recognition They like to try new things 3332 SIMMONS Chart #1. See appendix33 SIMMONS Chart #2. See appendix. Niamh Soraghan 2634 SIMMONS Chart #3 See Appendix.35 SIMMONS Chart #4 See Appendix.
  • …as well as how to reach that target. They pay attention to bus and taxi cab ads, but train advertisements receive more attention of all transportation ads They are not frequent listeners of the radio Our target They notice billboard ads. looks to media for They spend less time watching TV because of the information Internet. and entertainment The Internet has changed how they receive information about product and services They expect advertising to be entertaining They like ads that make them laugh. Kristy Haefelin Niamh Soraghan 27
  • There are specific networks our target likes to watch…. Media Habits 36  According to Simmons males and females between the ages of 18-24 watch MTV, ABC, Comedy Central, TBS, USA Network and VH1 the most above other channels.  72.3% of females aged 18-21, 70.4% of females aged 22-24, 63.8% of males 18-21 and 65.9% of males 22-24 watch Prime Time TV Monday through Saturday 8pm-11pm and Sunday 7pm- 11pm  These statistics show that the prime time TV bracket is the best time to advertise to the target demographic. Demographic TV Viewership, Simmons. Accessed April 4, 2012 Kristy Haefelin 2836
  • …as well as preferred online activity… Media Habits 37 Online Activities 100.0% 90.0% Women 18-21 80.0% Women 22-24 70.0% 60.0% Men 18-21 50.0% 40.0% Men 22-24 30.0% 20.0% 10.0% The target 0.0% demographic is using the web mainly for email along with other activities. They like to stream videos, share photos, download music and chat with friends.37 Demographic Online Activities from Simmons Database, accessed on April 4, 2012 Kristy Haefelin 29
  • …and applications that keep them tuned in… Media Habits 38 Web Apps Used100.0% Women 18-21 90.0% 80.0% Women 22-24 70.0% 60.0% Men 18-21 50.0% 40.0% Men 22-24 30.0% 20.0% This graph shows 10.0% the web apps 0.0% Adobe Acrobat… Windows Media… that the target Radio@Netscape AIM Yahoo! Music Kazaa AOL Music iTunes Rhapsody Weather Bug Yahoo! Messenger Connect Player Napster Real Player Winamp Lime Wire demographic MSN Messenger have used over the past year. The usage indicates that males and females are media driven.38 Demographic Web App Usage from Simmons Database, accessed on April 4, 2012 Kristy Haefelin 30
  • …and magazines to keep them entertained and informed. Media Habits39 Magazine Readership 100.00% Women 18-21 80.00% 60.00% 40.00% Women 22-24 20.00% 0.00% Men 18-21 Men 22-24  Parade Magazine  People Magazine When reading magazines the target market seek entertainment, news and  Smartsource editorial content.  US Weekly  Time Magazine  These are some magazines that have high readership across males and females 18-24.39 Demographic Magazine Readership from Simmons Database, accessed on April 4, 2012 Kristy Haefelin 31
  • Primary Research 32
  • …In order to discover more about our target we sent out a survey…Primary Research Goal:We designed this survey to provide us with moreinsight we may have not found in our secondaryresearch. We were looking for qualitative researchabout our target audience and tablet computers. Inthis research we hoped to find what the importantattributes are to consumers so we can create an Our Surveyeffective and successful IMC campaign. Consisted of 87 RespondentsCaucasian 63%Asian 16% 50 45%Hispanic 9% 40 33% 30 67% FEMALEAfrican 6% 20 11% 9% 33% MALEAmerican 10 1%Pacific 1% 0IslanderNative 1%AmericanOther 3% AGE Eugene Lee & Niamh Soraghan 33
  • …And discovered the importance of mobile technology…How prevalent is mobile technology (smart-phones, tablets & laptops) in your life? Very Prevalence  Mobile technology has Prevalent, 86 % become prevalent to 100% all, even more so for 80% Somewhat consumers between the 60% Prevalent, 14 Not ages of 18-24 % Prevalent at 40% 20% All, 0%  Mobile technology is here 0% to stay and growing, and Very Prevalent Somewhat Not Prevalent no individual is free from its Prevalent at All influence. Video (TV shows, YouTu When asked to rank 1-7 what they useSocial Media(Facebook, T be, Movies, mobile technology for most, 1 being etc..) witter, Pinterest, blogs, et 1 the most used- our results display email 1% c..) being #1, Social Media #2 and News & 32 33% Research #3. Email 50 Our sample shows that consumersShopping 52% use their mobile technology to keep 1 up with email, social media, news 1% and research.Research News Gaming 6 3 4 6% 3% 4% 34
  • …And the mobile devices most important to our target. We asked our sample to rank the products they use the most. #1 being the most used. Tablets CamerasNetbooks 9% 3% 1%  Our sample shows that Mp3s consumers use their 5% Cell cell and smart phones Phones/ the most, followed by Smartphon laptops and then e tablet computers. Laptops 44% 37% Top 3 E-Readers 1%  Percentages were calculated using averages 35
  • We discovered they consider Amazon to be for reading andconvenience…When thinking about mobile devices whichcharacteristics do you associate with thefollowing companies? Social Amazon The top Networking 1% characteristics Quality people Reading 12% Simplicity associate with 21% 12% Amazon is: reading, conve Cheap Convenien nience, and 11% ce simplicity. 15% Best Worst Eco 10% 1% BrandFriendly/Gr Loyalty een Innovative 6% 6% 5% 36
  • …and their competitors are for quality and innovation…When thinking about mobile devices, whichcharacteristics do you associate with thefollowing companies? Apple has consistently topped the opinion of the sample of being: quality, simplicity, convenience, brand loyalty, innovative, green, best, and social networking. The only contested characteristic was reading in which the Barnes and Noble took first place with 39.98% and Amazon second with 32.2%. Our research has shown that people do infer Amazon as ―cheap‖ with 17.54%. Only 1.71% of the sample thought of Amazon as social networking  If we want to make the Kindle Fire a success, we have to change the attitudes of consumers, making them associate more positive characteristics with the company.  37
  • …yet they can all be used for the same reasons.When using mobile devices, which activitydo you associate with the followingproduct types? Our results told us:  Tablets are heavily associated with reading both books and publications, even more than e-readers.  Tablets are slowly gaining consumer preference as the device for reading  Besides reading tablets are associated with all features and uses of a smartphone, laptop and mp3 but not strongly.  We concluded people use their tablets not to replace mobile devices, but to further enhance their daily mobile needs.  38
  • We learned consumers prefer to make purchases in store… When purchasing an electronic device do you prefer to purchase the item in person? 82% of people would prefer to purchase an item in person.  While online shopping is a No 18% convenience, peo ple still want to make the majority Yes of their purchases 82% in a brick and 0 morter store.  20 40 60 80 100 Response 39
  • …and that reviews play an important role in their decisions. When purchasing cellphones, laptops, tablets or e-readers please indicate the most influential factor in your purchasing decision. Price was not a strong factor. With Amazon’s current positioning being about price, we need to highlight other factors of the Kindle Fire to increase purchases of our consumers.  This is strong information, because all Amazon purchases provide a professional  Reviews: 31% review for the consumer to read. As well other  Brand Name: 29% comparable information.  Price: 14% 40
  • Of those with a tablet, they like to use it at home...Where do you use your tablet the most? 1. Home Response 2. In Transit Response 3. Work School 9 Library 8 The number one 10 Work answer people gave in where they In Transit (Trains, Buses, etc) 18 use their tablet most is in their Home 26 home. 41
  • And those without are more likely to purchase the Apple iPad. Using the provided scale, please pick how likely or unlikely you are to buy a tablet in the near future? (2-3 months from now)  Most consumers are not interested in % buying an tablet, there is an significant percentage interested in purchasing an tablet but far from the majority. 27% 25% 26%  All samplers who were very likely to 14% purchase an tablet chose an Apple 8% tablet. Very Unlikely Undecided Likely Very Likely  Of those likely to purchase an tablet Unlikely now 41% already own an tablet, the majority being Apple tablet owners and likely to purchase another Apple tablet in the future. 42
  • After analyzing the results, we determined the the Kindle Fire still has plenty of growth potential. Strengths Weaknesses 1. Low Cost: is more accessible to 1. Low Cost: consumer’s perceive consumers. low cost as low quality. 1. Extensive media and publication library. 2. Does not have a built in camera. 2. Amazon Silk enables faster and more efficient web browsing. 3. Perceived as a second rate iPad. 3. Eco-Friendly Opportunities Threats 1. Content and media streaming 1. Brand Image: lack of 2. Online Media 2. Weak marketing leads to potential loss of customers.40 ("Amazon Is What Customer-Focused E-Commerce Looks Like" 2009) Eugene Lee 43
  • Creative Brief 44
  • Objectives To increase Kindle Fire’s market share by 15% within one year by influencing our target audience into believing that the Kindle Fire is the trendiest and most technologically advanced tablet on the market. To increase the perception of owning the kindle fire as being fashionable and cutting edge. Team 4 45
  • BrandAdvantages/Disadvantages ADVANTAGES DISADVANTAGES Unlimited cloud storage on  Limited internal storage space Whisper-Sync with no option to expand. Affordable pricing. The Kindle Fire is lightweight  Lacks the built in camera and and easily portable Bluetooth connectivity feature. Silk web browser can play Flash Player Instant and easy access to Amazon’s extensive library of apps, e-books and other media purchasing offerings. Android software allows for smooth, simple and intuitive interface. Laura Hinkel 46
  • Target Audience Profile ―Getting Started‖ Gwyneth- (18-21 years old) This person is currently beginning college, or finished at least 3 years of college. They are full time students and work less than 30 hours a week at a part time job. They enjoy owning quality goods, but may not have the money to do so. In this demographic, they are using the internet more at school than they are at home or work. They admit that they like to be the one to try something no one else has but are not overly adventurous. ―Graduated‖ Gary- (22-24 years old) This person is either finishing up their last year of college or graduated. They are either looking for full time jobs or graduate school. They have taken notice at how the internet/technology has changed their lifestyle and preferences. They still care about being a trendsetter and trying new products, only now they have a little extra money to do so. ―First Hand Frank‖(18-24 years old) This person has not attended college. Works in a service, trade, or non-degree field and has a steady income, yet, still wants to appear educated and in-style Niamh Soraghan 47
  • Campaign CharacteristicsInsight People do not purchase the Kindle Fire because they associate low cost items with lower profile status.Message The Kindle Fire promotes recognition and status because of the premium attributes, exclusive memberships, services and benefits it features.Umbrella Idea We will show situations in which people live vicariously through the Kindle Fire. We want them to feel like they are living an exciting, rare experience while they are using the tablet, as though it were happening in real life.Tagline Fire you can play withTone Hip, Fun, Exciting Team 4 48
  • Reason To Believe Amazon is a trusted retailer that has a solid costumer base for the many years. Amazon is the largest online retailer, they focus on rewarding loyal customers by giving their prime members perks and advantages through free streaming, free books, and personalized experiences. The company created the Kindle in 2007, this product is vastly loved by owners. The Kindle Fire encompasses all that the Kindle can do plus other functions that today’s tablet consumers seek. The Kindle Fire is the coolest tablet because you can not only live vicariously through it but you can have a personalized experience while using the tablet. Kristy Haefelin 49
  • THE ADVERTISEMENTS 50
  • Commercial Spot #1 ….camera zooms in on The man is speeding in a car Shot of the gasHip, young man, sitting on Shot of the him as he presses PLAY race with an attractive pedal beinga courtyard bench with woman in the passenger speedometer on his Kindle Fire. increasing. floored.his Kindle Fire… seat. Time Count: 1 sec Time Count: 2 sec Time Count: 4 sec Time Count: 1 sec Time Count: 2 sec SFX: Car shifting VO: For an experience VO: Experience Life VO: We are all searching SFX: Car speeding faster SFX: Car speeding towards the camera Shot of the speedometer They have taken the lead in the race, and they drive off into Clip zooms out and She sits down next to him, Screenshot of the even higher –close to the distance shows him watching and he shows her the Kindle Kindle Fire maxing out. Time Count: 4 the clip on the Fire. Time Count: 3 Time Count: 1 sec VO: Couple cheers (In reality he Kindle Fire. VO: Fire you can play SFX: Top speed being hears a girl’s voice saying…) Time Count: 4 Time Count: 3 with 51 ―Hey, what are you doing?‖ VO: The all new Kindle Fire reached SFX: Car flying by VO: Experience fire
  • The girls quickly look up information for an The girls are rushing to get Some excited friends rush up underground party. ready and run out the door to and whisper in her ear.Trendy, young woman listening Time Count: 3 sec the party.to music on the Kindle Fire. Time Count: 3 sec Time Count: 3 secTime Count: 2 sec VO: ―…to enjoy the experiences…‖ VO: ―Sometimes, in life…‖ VO: ―…you want to have…‖Girl listening to music on the KindleFire The group of girls are sneaking After successfully making it in, they pop up in the crowd having a blast.(Adele’s The camera shot pans past security to get into the ―Set Fire to the Rain‖ song either being to the stage to show The camera, focused on the party. played and/or remixed) – only the DJ artist. stage, zooms out to show it is Time Count: 5 sec Time Count: 3 sec Time Count: 2 sec actually being watched on the VO: ―…there are risks you have to take. VO: ―Other times...‖ VO: ―there is the Kindle fire.‖ Kindle Fire.― (~FIRE~) Time Count: 4 sec the main girl you saw holding it in the beginning. Screen shot of the Kindle Fire with the VO: ―Movies, Music, Magazines.‖ Screen shot of the Kindle Fire. (possibly Logo and fire outline pops up. showing the adobe flash player) Time Count: 3 sec Time Count: 3 sec VO: ―Fire you can play with.‖ VO: ―The Kindle Fire.‖
  • Print Advertisements
  • BELOW THE LINE PROGRAMS 55
  • Sales PromotionWe are going to offer a free e-text book from the AmazonBookstore when students purchase the tablet.With the high cost of college textbooks, this would be a strongincentive for students to buy the kindle fire tablet.It is appealing for students not to have to carry textbooksaround. We hope the promotion drives sales not only of thekindle fire but also textbook sales in theAmazon Bookstore.For this promotion we will advertise thepromotion on the Amazon website. Studentswill be given a coupon code to apply whenchecking out in the Amazon Textbook store.We will allocate $250,000 for thepromotion of the free text book. Assumingthat we sell 100 Kindles at 50 colleges. Niamh Soraghan 56
  • Direct ResponseBy collaborating with major retailers of the Kindle Fire such asTarget, Best Buy, and Radio Shack, we will invite their membersonly, or frequent buyers to visit the store for a special demonstrationof the Kindle Fire. Not only does it make the consumer feel like aVIP but it raises their awareness of the Kindle Fire, even if they donot visit the store. As a valued rewards member, we invite you to visit us for an EXCLUSIVE demonstration of the all new kindle fire JOE SCHMOE 49 GROVE ST NEW YORK NY Visit your closest Best Buy at 60W 23rd St. Niamh Soraghan 57
  • Sponsorship  We will sponsor the 2012 MTV Video Music Awards.  It targets the exact demographic we are trying to reach and awards artists of music, tv, and movies, which can all be experienced on the kindle fire.  ―This years VMA’s scored MTVs biggest audience in the networks history with a record-breaking 12.4 million total viewers.‖ 41  We will allocate $4,797,326 to sponsor these awards. Niamh Soraghan 5841Kaufman, Gil. ―MTV Announces Dates for 2021 VMAs Movie Awards. MTV. Com.October 20, 2011http://www.mtv.com/news/articles/1672851/2012-vmas-mtv-movie-awards.jhtml. Accessed April 8, 2012
  • Bibliography 1 Amazon Company Profile as found from the "Business & Company Resource Center." Accessed March 18, 2012. http:galenet.galegroup.com.rlib.pace.eduservletBCRCvrsn=unknown&locID=nysl_me_pace&srchtp=glbc&cc=1&c=1&mode=c &ste=74&tbst=tsCM&tab=4&ccmp=Amazon.com Inc.&mst=amazon& 2 Bezos, Jeffrey P. Amazon.com Inc., "2010 Shareholder Letter." Accessed March 18, 2012. http://phx.corporate- ir.net/External.File?tem=UGFyZW50SUQ9OTA4ODB8Q2hpbGRJRD0tMXxUeXBlPTM=&t=1. 3 Amazon.com Inc., "FAQs." Accessed March 18, 2012. http://phx.corporate-ir.net/phoenix.zhtml?c=97664&p=irol-faq. 4 Amazon.com Inc., "Amazons Innovations for Our Planet." Last modified 12/2011. Accessed March 18, 2012. http://www.amazon.com/b/ref=gw_m_b_corpres?ie=UTF8&node=13786321. 5 Patel, Kunur. "Amazon Kindle Fire Ignite Tablet Media Consumption." AdAge, Sept 28, 2011. http://adage.com/article/mediaworks/amazon-kindle-fire-ignite-tablet-media-consumption/230086/ (accessed March 15, 2012). 6 Friedman, Stan. "The Shape of Things to Come." Library Journal. 137. no. 3 (2012). http://search.proquest.com.rlib.pace.edu/abiglobal/docview/918980125/1356DE2196F7752F5EB/6?accountid=13044 (accessed March 15, 2012). 7 Whitney, Lance, and First . "One-third of U.S. adults will own a tablet by 2016, says report ." CNET News, March 7, 2012. http://news.cnet.com/8301-1023_3-57392478-93/one-third-of-u.s-adults-will-own-a-tablet-by-2016-says-report/ (accessed March 15, 2012). 8 Rassweiler, Andrew. "Amazon Kindle Fire Costs $201.70 to Manufacture .‖ isuppli.com. (2011). http://www.isuppli.com/Teardowns/News/Pages/Amazon-Kindle-Fire-Costs-$201-70-to-Manufacture.aspx (accessed March 15, 2012). 9 "The New Kindle Family." (online forum message). Amazon Press Releases. November 28, 2011. http://phx.corporate- ir.net/phoenix.zhtml?c=176060&p=irol- 59
  • Bibliography 10 Amazon, Inc, "Free Cloud Storage." Accessed March 15, 2012. https://www.amazon.com/clouddrive/learnmore. 11 Amazon, Inc, "Free Cloud Storage." Accessed March 15, 2012. https://www.amazon.com/clouddrive/learnmore. 12 "Kindle Fire Newsstand." (online forum message). Amazon Press Releases. Novem 11, 2011. http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol 13 "Kindle Owners Lending Library." (online forum message). Amazon Press Releases. February 12, 2011.http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol- 14 "The New Kindle Family." (online forum message). Amazon Press Releases. November 28, 2011. http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol- 15 Murph, Daren. Amazon Kindle Fire tablet unveiled: Android-based, 7-inch display, $199 price tag , "Engaget.com." Last modified September, 28, 2011. Accessed March 18, 2012http://www.engadget.com/2011/09/28/amazon-fire-tablet-unveiled-7-inch-display-199- price-tag/. 16 Heussner, Ki Mae. Kindle Fire Outpacing First iPad Amazon tablets ad impressions have grown 19% daily since launch, "Adage.com.‖Last modified December 20, 2011. Accessed March 18, 2012. http://www.adweek.com/news/advertising-branding/kindle-fire-outpacing-first-ipad- 137221. 60
  • Bibliography 17 Kim, Eugene. New iPad vs. Kindle Fire: Which Tablet is Right for You?, "pcmag.com." Last modified March 14, 2012. Accessed March 18, 2012. http://www.pcmag.com/article2/0,2817,2401547,00.asp. 18 Johnston, Norm. New iPad vs. Kindle Fire: Which Tablet is Right for You?, "wpp.com." Last modified October, 2011. Accessed March 18, 2012. http://www.wpp.com/wpp/marketing/digital/kindle-fire-the-ipad-killer.htm. 19 Lunden, Ingrid. "Forrester: No Android Tablet Has More Than 5% Share vs iPad. How Does Amazon’s Kindle Fire Compare? ." TechCrunch.com (blog), March 05, 2012. http://techcrunch.com/2012/03/05/forrester-no- android-tablet-has-more-than-5- share-vs-ipad-how-does-amazons-kindle-fire-compare/ (accessed March 15, 2012). 20 Bell, Donald. CNET, "Tablets: Bruised and confused at CES 2012 ." Last modified January 14, 2012. Accessed March 15, 2012. http://ces.cnet.com/8301-33378_1-57358766/tablets- bruised-and-confused-at-ces-2012/. 21 CONCANNON, G. "The Difference Between Mobile and Tablet Advertising The Difference Between Mobile and Tablet Advertising ." Advertising Agency Blog (blog), February 21, 2012. http://www.advertisingagencyblog.com/automotive-advertising/the-difference- between-mobile-and-tablet-advertising (accessed March 15, 2012). 22 Apple, Inc, "TV Ad: This Good." Accessed March 15, 2012. http://www.apple.com/ipad/videos/. 61
  • Bibliography 23 Reisinger, Don. CNET, "Amazon fires shot at iPads screen glare, price in new Kindle ad ." Last modified February 9, 2012. Accessed March 15, 2012. http:// news.cnet.com/8301-13506_3-57374017- 17/amazon-fires-shot-at-ipads-screen-glare-price-in-new-kindle-ad/. 24 Barnes and Noble, "TV Ads: Introducing NOOK Tablet." Accessed March 15, 2012. http://www.barnesandnoble.com/u/NOOK-TV-Ads/379003318/ . 25 ―Kindle fire lights up tablet market‖ October 10, 2011. GMID. Acquired February 20, 2012. 26 Whitney, Lance. ―iPad’s share of tablet market to dip to 62 percentthis year‖ Cnet. February 22,2012 http://news.cnet.com/ 8301-13579_3-57382808-37/ipads-share-of-tablet-market-to-dip-to-62- percent-this-year/#ixzz1nc59Icbu 27 ―Can Any Competitior Catch the iPad?‖ E-Marketer, March 7,2012 http://www.emarketer.com/Article.aspx?R=1008886&ecid=a6506033675d47f881651943c21c5ed4 28 MRI Medimark REPORTER http://ureporter.mriplusonline.com.rlib.pace.edu/selectdemo.asp 29iPad, Kindle Fire Sales help Number of Tablet Owners to Soar over Holiday Season:Pew. The Huffington Post. http://www.huffingtonpost.com/2012/01/23/ipad-kindle-fire-sales_n_1222693.html January 13, 2012. Acquired on March 30, 2012. 30 Pew Internet and American Life Poll. As discovered on the iPoll Question Detail Database. March 4, 2012 Milanesi, Carolina. ―iPad and Beyond: The Future of the Tablet Market. Gartner. September 2, 2012. 31 Accessed on April 4, 2012. 62
  • Bibliography 32 SIMMONS Chart #1. Accessed April 5,2012 33 SIMMONS Chart #2. Accessed April 5,2012 34 SIMMONS Chart #3 Accessed April 5,2012 35 SIMMONS Chart #4 Accessed April 5,2012 36 ("Amazon Is What Customer-Focused E-Commerce Looks Like" 2009 37 "The Economist Group: Media Information :: Rate Calculator." The Economist Group: Media Information. Accessed April 6, 2012. http://www.economistgroupmedia.com/planning-tools/rates/ 38 "Cosmopolitan Media Kit." Conde Nast. Accessed April 6, 2012. http://www.cosmomediakit.com/r5/showkiosk.asp?listing_id=4249792 39 "The New Yorker Media Kit Print | Conde Nast." The New Yorker Media Kit Print. Accessed April 6, 2012. <http://www.condenast.com/brands/new-yorker/media-kit/print/rates>. 40 "Specs 2012 Rate Card." Maxim Media Kit. Accessed April 6, 2012. <http://www.maximmediakit.com/print/specs/>. 41 "TIME Media Kit | US | National Rates." TIME Media Kit. Accessed April 5, 2012. <http://www.timemediakit.com/us/rates-specs/national.html>. 63
  • Bibliography 42 "Food Network Magazine Media Kit | Rate Card." Food Network Magazine Media Kit. Accessed April 6, 2012. <http://www.foodnetworkmediakit.com/advertising/rate-card-first-half>. 43 "Wired Media Kit Print | Conde Nast." Wired Media Kit Print. Accessed April 6, 2012. http://www.condenast.com/brands/wired/media-kit/print/rates. 44 "Sports Illustrated Rate Card." SI Media Kit. Accessed April 8, 2012 <http://simediakit.com/media/property/download/ratecard/SportsIllustrated2012RateCard.pdf>. 45 Ives, Nat. "Vogue Is Ad Ages 2011 Magazine of the Year." Advertising Age. Last modified October 5, 2011. Accessed April 7, 2012. <http://adage.com/article/mediaworks/magazine-a-list-vogue-ad- age-s-2011-magazine-year/230217/>. 46 "Campaign Cost and Budgeting - Facebook Help Center | Facebook." Accessed April 5, 2012. http://www.facebook.com/help/?page=219791638048948 47Del Rey, Jason. "YouTube to Advertisers: You Will Pay $20 CPMs for Dog-On-Skateboard Videos and You Will Like It." Advertising Age. Published February 1, 2012. Accessed April 7, 2012. http://adage.com/article/digital/youtube-advertisers-pay-20-cpms-videos/232456/ 48Learmonth, Michael. "Who Gets the Highest Ad Rates Online?" Advertising Age. Published December 21, 2009. Accessed April 7, 2012 http://adage.com/article/digital/digital-advertising- highest-ad-rates-online/141153/ 49Blodget, Henry. "JASON KILAR: Here Are My Thoughts On Hulu And The Future Of TV."Business Insider. Accessed April, 2012. <http://www.businessinsider.com/jason-kilar-here-are-my-thoughts-on- hulu-and-the-future-of-tv-2011-2>. 64