Q Tech giant, Amazon is very strong on using integrated marketing communications. Amazon allows their users to have a personalized homepage with products relevant to their recent purchases, they send out emails to customers that include deals or new items that are like things you have previously bought or searched and give bloggers opportunities to post their wish listor reviewed books on their blogs. Public relations are also a big aspect of Amazon's overall objective. Amazon allows you to post reviews on anything you have bought from their website which creates a database of reviews and adds credibility to their site. Bloggers are also a big source of publicity. For example, a blogger can write a review on a book and post it to their blog and post the link to the Amazon.com listing for that book. This gives not only a good review of the book, but also Amazon as a good place to purchase it. Amazon uses digital media as their main form of marketing. They are focusing on online marketing channels. Amazon states that they direct out customers to Amazon's website primarily through several targeted online marketing channels, such as associate program, sponsored search, portal advertising, email marketing campaigns, and others. In their statement they refer to customer loyalty and that it is important. Amazon views their Amazon Prime and free two-day shipping as a big part of their marketing objective. (a) Imagine that you are the Marketing Communication Manager for Amazon. Discuss any FOUR (4) types of goals when designing media campaign for the company. Provide relevant examples to support your answer. (16 marks) (b) The third step in designing a digital media campaign is segmentation and targeting. Explain any THREE (3) targeting variables that can be reviewed in your digital media campaign for Amazon. Provide relevant examples to support your answer. (9 marks)