Question 2 (20 marks) We weren't on Amazon for a long time, but we did a good job building brand recognition, so people were

"We weren't on Amazon for a long time, but we did a good job building brand recognition, so people were searching for us on Amazon," Nicolaysen said. "The bigger you are, the more you lose by not having any presence on Amazon." 2.1 Discuss the Strong Theory of advertising using Amazon as your example. 2.2 Explain how you would develop a brand image for Amazon, using the following brand image tools: 2.2.1 Reputation 2.2.2 Differentiation 2.2.3 Impression 2.2.4 Belief. Question 3 (20 marks) Amazon is not the only business benefiting from Facebook's woes. Brands are turning to social media influencers, as well as traditional channels such as broadcast media and direct mail. But it is hard to avoid Amazon, despite the fact that it controls the customer experience. You have been tasked by Amazon to design their Integrated Marketing Communication (IMC) plan. Although there are six steps in the IMC planning process, only discuss the following steps: 3.1 Situational analysis: Students to research and outline the elements of an Amazon product, and provide an overview of the media plan. 3.2 Step 4: Tactics: Students to develop a brief detailing the marketing strategy, advertising strategy and creative strategy. The following criteria will be used to evaluate your IMC plan

Question 2 (20 marks) "We weren't on Amazon for a long time, but we did a good job building brand recognition, so people were searching for us on Amazon," Nicolaysen said. "The bigger you are, the more you lose by not having any presence on Amazon." 2.1 Discuss the Strong Theory of advertising using Amazon as your example. (4) 2.2 Explain how you would develop a brand image for Amazon, using the following brand image tools: 2.2.1 Reputation 2.2.2 Differentiation 2.2.3 Impression 2.2.4 Belief. (4) (4) (4)